“The Sierra.EV Is A Master Of All Trades” – Vivek Srivatsa, CCO, Tata Passenger Electric Mobility

The Tata Sierra is back, and this time it marks an important milestone in Tata Motors’ electric vehicle journey. The iconic nameplate has returned as both an ICE SUV and an EV, but it is the Sierra.EV that promises to showcase everything Tata Passenger Electric Mobility has learnt over the past few years.

Ahead of its launch, CarToq Editor Jayaprashanth Mohanram caught up with Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility, for an in-depth conversation. From the SUV’s design philosophy and target customer to production plans, performance, technology and export ambitions, Srivatsa explains why Tata believes the Sierra.EV will redefine the premium electric SUV segment.

Jayaprashanth Mohanram (Editor, CarToq): The Sierra has always been remembered for its distinctive design. The new Sierra.EV continues that legacy and, in my opinion, is one of the best-looking electric SUVs in the market today. At the same time, rivals like the Mahindra BE6 have adopted a much more radical styling direction. From a marketing perspective, do you expect the Sierra.EV’s design to resonate with a broader audience across different age groups?

Vivek Srivatsa (Chief Commercial Officer, Tata Passenger Electric Mobility): Design has been one of the core pillars of Tata Motors’ passenger vehicle strategy since around 2016. Beginning with the Tiago, we consciously identified design differentiation as one of our strongest competitive advantages.

Over the years, we’ve consistently invested in design and product development to ensure every new vehicle stands apart. Even in highly competitive price segments, we’ve tried to give customers products that look more premium and more aspirational than they expect. That philosophy has evolved continuously over the past decade, and the Sierra.EV represents the latest expression of that commitment.

For the Sierra, our objective was to preserve the iconic silhouette that made the original so memorable while giving it a thoroughly modern interpretation. At the same time, we wanted to create an exceptional sense of space inside the cabin without compromising the vehicle’s proportions or dynamic ability.

Designing an EV makes that challenge even more complex because the battery pack affects packaging. We had to ensure that the Sierra.EV retained its spacious interior while maintaining an athletic stance and delivering engaging driving dynamics. We believe we’ve achieved that balance.

Rather than positioning the Sierra.EV against one specific competitor, I think it will appeal to a much wider audience because it combines distinctive styling, practicality and performance without forcing customers to compromise on any of those attributes.

Jayaprashanth Mohanram: Let’s talk about the buyer profile. Who do you expect the typical Sierra.EV customer to be? Will it primarily attract first-time EV buyers moving from conventional SUVs, or do you expect overlap with existing Tata EV customers, including Harrier.EV buyers?

Vivek Srivatsa: The Indian customer has evolved significantly over the last year. EV adoption has accelerated dramatically because many of the concerns that customers previously had have now been addressed.

There is far greater product choice today. Charging speeds have improved substantially. Public charging infrastructure has expanded rapidly. More importantly, the hesitation surrounding EV technology has largely disappeared.

Electric vehicles have now moved beyond the early adopter stage. They have become a serious consideration for mainstream buyers.

At the same time, the mid-size SUV segment continues to be one of the fastest-growing segments in the Indian market. The reason is quite simple. For many customers, a mid-size SUV is the ideal upgrade from a smaller car. At the same time, it is also capable enough to serve as the family’s only vehicle. It comfortably handles everyday duties such as commuting to work, school runs and shopping trips while also offering the space, comfort and presence required for family vacations and special occasions.

Today’s customers increasingly want all of those strengths in an electric vehicle as well. They don’t want to sacrifice design, performance, space or technology simply because they have chosen an EV. That is precisely where the Sierra.EV fits in.

Jayaprashanth Mohanram: Where do you expect most Sierra.EV buyers to come from?

Vivek Srivatsa: A significant proportion will be traditional mid-size SUV buyers who have already decided that an EV is now a viable alternative to an internal combustion engine. They are looking for an electric SUV that offers attractive design, strong performance, generous space and segment-leading features without compromise. At the same time, we also expect a substantial number of first-time EV buyers. Many customers have been waiting for the right electric vehicle before making the switch. They may already own a conventional car and have always intended to move to an EV once a product arrived that ticked every box. We believe the Sierra.EV will become that product for many of them.

Jayaprashanth Mohanram: If you had to define the Sierra.EV customer, what would that profile look like?

Vivek Srivatsa: Most customers are likely to already own a car. Typically, they will be families of three or four members with one primary earning member and a household income exceeding ₹1 lakh per month. Importantly, this isn’t just a metropolitan phenomenon. We expect strong demand from Tier 1 as well as Tier 2 cities because EV adoption is spreading much faster than many people anticipated. That gives the Sierra.EV a very large addressable market.

Jayaprashanth Mohanram: The Harrier.EV appears to have given Harrier sales a significant boost. Do you expect something similar with the Sierra, or do you believe customers will simply choose the EV instead of the petrol and diesel versions?

Vivek Srivatsa: The situations are actually quite different. The Harrier had already been in the market for nearly six years before the Harrier.EV arrived. It was a well-established product and its ICE sales had largely stabilised. The EV version therefore brought in an entirely new set of customers. With the Sierra, the situation is different because the ICE model itself is still ramping up. Demand remains extremely strong, but we haven’t yet reached full production capacity because we’re still dealing with component-level supply constraints. So the Sierra.EV isn’t arriving after ICE demand has stabilised. Instead, it becomes an additional growth engine while the ICE version itself continues to grow. As production increases, overall Sierra volumes will naturally rise because both ICE and EV variants will contribute to total sales. So while the outcome will be higher volumes, the dynamics are very different from what we experienced with the Harrier.

Jayaprashanth Mohanram: The ICE Sierra crossed one lakh bookings very quickly, but dispatches have understandably been lower. Is this entirely due to production limitations?

Vivek Srivatsa: Yes, that’s essentially the reason. The Sierra was introduced with three different powertrain options and multiple transmission choices. Because of ongoing component availability issues, we haven’t been able to perfectly match production with actual customer demand across every variant. Launching an all-new product is challenging under normal circumstances. When you add global supply chain constraints, certain components inevitably become bottlenecks. Consumer demand has remained consistently strong for the Sierra ICE. The good news is that the Sierra.EV will also help us expand overall Sierra production and ease some of these constraints.

Jayaprashanth Mohanram: Where will the Sierra.EV be manufactured? Will it share the same production line as the ICE Sierra?

Vivek Srivatsa: Yes. The Sierra.EV will be produced at our Sanand facility, alongside the ICE Sierra. From the very beginning, our manufacturing strategy has been to build flexibility into the production process. Rather than creating separate factories or dedicated assembly lines for different powertrains, we’ve developed production systems that allow us to manufacture multiple variants on the same line. That gives us tremendous flexibility in responding to customer demand.

Jayaprashanth Mohanram: Does that mean Tata can dynamically allocate production between ICE and EV variants depending on demand? Is there enough flexibility to increase EV production if the market demands it?

Vivek Srivatsa: Absolutely. The production lines are fully fungible, which means they can manufacture any of the Sierra’s powertrains, including the EV. The actual production mix will depend primarily on two factors. The first is customer demand. The second is component availability. If demand for the Sierra.EV grows significantly, we have the flexibility to increase its share of production. Likewise, if demand shifts towards the ICE versions, we can respond accordingly. That’s one of the advantages of having a flexible manufacturing setup.

Jayaprashanth Mohanram: Several manufacturers have indicated that EV component availability – particularly batteries – continues to be a challenge. Could battery supply become a limiting factor for Sierra.EV production?

Vivek Srivatsa: Naturally, battery availability remains one of the important considerations when planning EV production. While we have the manufacturing flexibility to increase Sierra.EV production, scaling up also depends on the availability of batteries and several associated components. That said, we’ve worked extensively with our suppliers before bringing the Sierra.EV to market. We wouldn’t have initiated the launch programme unless we were confident of securing healthy component supplies. We’re reasonably assured of being able to support strong monthly production volumes.

Jayaprashanth Mohanram: So customers shouldn’t expect Sierra.EV production to be limited?

Vivek Srivatsa: I won’t comment on exact production numbers at this stage. However, I can confidently say that the Sierra.EV won’t be produced in small numbers. We’ve planned for meaningful production volumes because we expect demand to be strong. In fact, as with any new vehicle launch, we’d always be happy if demand exceeded production. That would be an ideal situation. But we’ve made sure that our manufacturing plans allow us to support significant monthly volumes.

Jayaprashanth Mohanram: Modern EVs are increasingly being defined by software, connectivity and technology as much as hardware. Compared to the ICE Sierra, what are the biggest technological upgrades buyers can expect in the Sierra.EV?

Vivek Srivatsa: If we’re comparing it directly with the ICE Sierra, then there are several significant upgrades. The biggest one is undoubtedly all-wheel drive. The Sierra.EV is built on Tata Motors’ Acti.ev Plus architecture, which allows us to deploy a dual-motor setup and all the associated software required to deliver intelligent all-wheel-drive capability. That’s a major differentiator.

Beyond the powertrain, we’ve significantly enhanced the digital experience inside the vehicle. One feature I’m particularly excited about is our new EV Route Planner, developed in collaboration with Google. It’s among the first implementations of its kind. The system integrates directly into Google Maps. Customers simply enter their destination, and the software automatically factors in the vehicle’s current state of charge.

It then recommends the most suitable charging stops along the route, estimates charging times, and even allows customers to decide how much battery charge they’d like to have remaining when they reach their destination.

Everything happens seamlessly within Google Maps, making long-distance EV travel significantly easier and far more intuitive. It’s another step towards making EV ownership completely stress-free.

We’ve also introduced AirConsole. This enables multiplayer gaming directly through the infotainment system. While the vehicle is moving, the front passenger and rear passengers can enjoy multiplayer games together. Once the vehicle is stationary, even the driver can join in. It creates a much more engaging in-cabin experience, especially for families during long journeys.

In addition to that, the Sierra.EV also receives several technologies that customers have already seen on the Harrier.EV. These include:

540-degree Surround View Camera

DrivePay 2.0 integrated digital payments

Ultra Glide Suspension

Auto Park Assist

Summon Mode

Reverse Trace

On the infotainment front, we’ve also integrated Dolby Atmos with Apple CarPlay, delivering a much richer in-car entertainment experience. When you compare the Sierra.EV with the ICE Sierra, you’ll find that it introduces a significan leap in technology across almost every area.

Jayaprashanth Mohanram: Since the Sierra.EV gets all-wheel drive, can enthusiasts expect the ICE Sierra to receive AWD as well in the future?

Vivek Srivatsa: The answer remains exactly the same as before. Technically, it’s absolutely possible. However, at the moment we have no immediate plans. As we’ve discussed, we’re still focused on ramping up production of the existing powertrain line-up. Introducing another drivetrain would add manufacturing complexity at a time when we’re already managing strong demand and supply constraints. If customer demand justifies it in the future and we have sufficient production headroom, it’s certainly something we can consider. But for now, there are no plans to introduce AWD on the ICE Sierra.

Jayaprashanth Mohanram: I’ve been driving the Mahindra BE 6 recently, and what really stands out is how EVs are democratising performance. Until recently, achieving a 0-100 km/h time of around six seconds meant spending well over ₹50 lakh. With the Sierra.EV, we’re looking at a dual-motor setup producing well over 300 hp and around 500 Nm of torque, based on the teaser showing the SUV tackling sand dunes. Do you see the Sierra.EV setting a new benchmark for affordable performance, both on and off the road?

Vivek Srivatsa: That is certainly one of our objectives. The Sierra.EV will establish a new benchmark when it comes to accessible performance. Customers will experience levels of acceleration that, until recently, were associated with much more expensive vehicles. However, what makes the Sierra.EV different isn’t just outright speed. The real achievement is that we’ve delivered this level of performance without compromising any of the qualities customers expect from a family SUV.

You still get generous interior space. You still get an extremely practical cabin. You still get excellent ride comfort for everyday commuting and long-distance touring. At the same time, you also have benchmark acceleration and the confidence that comes with an all-wheel-drive electric powertrain. That’s the balance we’ve worked very hard to achieve.

Performance isn’t only about acceleration figures. The Sierra.EV has been engineered to be equally comfortable as a daily commuter, a long-distance highway cruiser and a family SUV. It should feel equally at home carrying children to school, taking the family on a weekend getaway or delivering exhilarating performance whenever the driver wants it. That’s what today’s premium SUV customer expects. They don’t want a vehicle that’s brilliant in one area but compromised everywhere else. They want a complete package.

Jayaprashanth Mohanram: Looking purely at the specifications, the Harrier.EV already delivers around 396 hp and 500 Nm. The Sierra.EV is expected to be lighter, so naturally many enthusiasts will wonder whether it could actually outperform the Harrier. More importantly, how do you differentiate these two SUVs when both offer such high levels of performance?

Vivek Srivatsa: The differentiation goes much deeper than horsepower or acceleration. Even on the ICE side, we’ve always viewed the Harrier and the Sierra as vehicles designed for very different personalities. Internally, we often describe the Harrier customer as someone who enjoys dominating the road around them. The Harrier projects strength, presence and authority. Its design reflects that personality.

The Sierra customer is quite different. This is someone who wants to make the most of life. Performance is important to them, but it isn’t the only consideration. They appreciate design. They value comfort. They enjoy travelling with family. They want technology that genuinely improves everyday life. The Sierra buyer is looking for a richer overall experience rather than simply making a statement through size or road presence. Two Different Interpretations Of A Premium SUV The Harrier is slightly more individualistic. It appeals to customers who want a bold SUV with a commanding character. The Sierra, on the other hand, takes a more balanced approach. It delivers strong performance while remaining approachable, practical and family-oriented. That’s why we don’t see the two products competing directly with each other, even though both occupy the premium SUV space. Each has its own distinct personality.

Jayaprashanth Mohanram: With the India-EU Free Trade Agreement opening up new opportunities, does the Sierra.EV have the potential to become one of Tata Motors’ global products? Could Europe be on the roadmap?

Vivek Srivatsa: Even when we introduced the ICE Sierra, we believed it had significant international potential. The Sierra.EV expands those possibilities even further. Electric vehicles naturally open the door to many additional global markets. We’re already present in markets like South Africa, and the Sierra gives us the opportunity to expand our international footprint even more. We’ll share specific timelines when we’re ready, but yes, the Sierra.EV certainly has the potential to become a much more global product.

Jayaprashanth Mohanram: Finally, you’ve spent years working on this product. What’s the one aspect of the Sierra.EV that you’re personally most passionate about? What would you want every customer to experience once they get behind the wheel?

Vivek Srivatsa: For me, it’s the incredible balance the Sierra achieves. It’s very rare to come across a vehicle that excels in so many different areas without making noticeable compromises. You want performance? It delivers benchmark acceleration. You want space? It offers one of the most spacious interiors in its class. You want technology? Many of its features are comparable to, or even better than, vehicles costing twice as much. Ride comfort, handling, refinement, practicality and everyday usability – all of these come together in a single package. That’s what makes the Sierra so special. It sits in the sweet spot of the market and genuinely delivers something for almost every type of customer. There’s a phrase I like to use. People often talk about vehicles being a “jack of all trades.” I think the Sierra goes one step further. It’s not just a jack of all trades – it’s a master of all trades.

Jayaprashanth Mohanram: Sir, thank you for taking the time to speak with us. We look forward to driving the Sierra.EV and seeing it on Indian roads.

Vivek Srivatsa: Thank you. It’s always a pleasure speaking with you. I look forward to your impressions after you’ve driven the Sierra.EV.