[color=hsl(0,0%,0%)]Tata Motors’ passenger vehicle design language has undergone a notable shift over the past few years, moving toward a more confident, expressive and distinctly Indian design identity. At the centre of this evolution is the revival of one of the company’s most iconic nameplates, the Tata Sierra.
[color=hsl(0,0%,0%)]Tata Motors’ decision to bring back the Sierra comes at a time when the company is looking to strengthen its SUV portfolio and reconnect with a nameplate that still holds recognition and emotional value in the Indian market. The new Sierra is positioned as a modern interpretation rather than a recreation of the original, aiming to bridge the gap between the company’s heritage and its future strategy.
 [color=hsl(0,0%,0%)]In a conversation with Utkarsh Agarwal, Editorial Lead of BW Auto World, Ajay Jain, Head of the India Design Studio at Tata Motors, discusses the design philosophy behind this approach, the responsibility of reviving an icon and why, for him, timelessness remains the most credible expression of sustainability in automotive design.
[color=hsl(0,0%,0%)]Read the excerpts below:
[color=hsl(0,0%,0%)]Q. Tata Motors’ passenger vehicle design language has evolved considerably in recent years. How would you describe the company’s current design philosophy, and how do you see it evolving in the coming years?
[color=hsl(0,0%,0%)]Our philosophy is that the car is the biggest ambassador for the brand and the star of everything a car company creates. With this in mind, we wanted each vehicle to act as a manifesto for Tata Motors, reflecting not only the company’s direction but also the ambitions of the country and its design landscape. The new Tata Sierra captures this moment in time, representing Tata Motors’ aspiration to be the most advanced, desirable, and exciting car company in India.
[color=hsl(0,0%,0%)]Q. Many OEMs chase minimalism in their designs. Do you think Indian customers still prefer bold and expressive designs over minimalism?
[color=hsl(0,0%,0%)]I think it depends on the brand. Every car design should be bold, expressive, and unique, and for us, the goal was to create something iconic. We deliberately avoided following fashion, trends, or what others in the market are doing. Instead, we focused on capturing the timelessness that the original Tata Sierra had. The original Sierra guided us far more than any current trend, and our aim was to create a high-tech vehicle that remains iconic, much like the original.
[color=hsl(0,0%,0%)]Q. Bold designs can sometimes age quickly as trends change. How do you ensure that a vehicle remains relevant and appealing years after its launch?
[color=hsl(0,0%,0%)]The original Tata Sierra has been a great teacher for us. We observed how it has remained bold and relevant over time, and while I cannot say for certain, I have a strong feeling that the new Sierra as well will continue to hold that relevance in the future. What is important to note is that we’ve lived with this car for almost four years - from its earliest sketches as a concept, to clay models as it took shape, through full-size prototypes, and finally into production on the manufacturing line.
[color=hsl(0,0%,0%)]So, for us, it is not something we just met; we have loved it from day one and we still love it, and that connection gives me confidence that it will continue to be appreciated and loved for many years to come.
[color=hsl(0,0%,0%)]Q. Reviving an iconic nameplate like the Tata Sierra carries both heritage and expectations. What were the major challenges in bringing back this model, and which retro cues were intentionally preserved?
[color=hsl(0,0%,0%)]We didn't face any challenges. We just had a sense of enormity of responsibility and emotions that we wanted to bring back with this iconic model. From day one, we took it as a privilege to be able to do that and a mission, guided entirely by that sense of pride and conviction. That commitment is what drove us forward, and we remained focused and persistent because we believed strongly in what we were creating.
[color=hsl(0,0%,0%)]Q. From concept to production, what design changes were made, and were there any constraints due to manufacturing, budget, or regulatory requirements?
[color=hsl(0,0%,0%)]From concept to production, I don't believe we have made any changes that anybody would be able to notice. For sure, we did adjust a few millimetres here and there to meet production and legal requirements, but to the naked eye, the 2023 concept car, the 2025 preview, and the production model appear almost identical. We can look at the differences when we overlay the designs digitally, the differences are only a few millimetres, some slightly larger, some slightly smaller, but overall, the changes are minimal.
[color=hsl(0,0%,0%)]Q. Sustainability is becoming an important consideration in automotive design. How has Tata Motors incorporated sustainability into the Sierra, and what approach do you take toward long-term design sustainability?
[color=hsl(0,0%,0%)]When people talk about sustainability, the focus is often on recycling and recyclability. We believe that timeless design is the ultimate expression of sustainability. We aim to create a car that people will never want to discard, something that could be passed down to the future generations like an heirloom. Its beauty and timeless appeal mean it is designed to last, not to follow fleeting trends or fashions.
 [color=hsl(0,0%,0%)]Our engineers have worked extensively to make the monocoque extremely light while meeting all safety and impact standards. We have also used a significant amount of recycled materials in ways that customers may not even notice - like in glass, aluminium, steel, and plastics under the hood. While I can’t provide exact figures, a lot of recycled content is already being used. The lightweight construction also improves efficiency while supporting the timeless design.
[color=hsl(0,0%,0%)]Standing next to the car, I cannot imagine anyone wanting to take it apart for recycling. I believe people will want to restore it, maintain it, and keep it running for years to come.
[color=hsl(0,0%,0%)]Do you think Indian customers are becoming more aware or interested in sustainability through vehicle design, and how does that influence your design choices?
[color=hsl(0,0%,0%)]I think Indian customers, like any customers in the world, are aware of and expect sustainability but not if it compromises performance or affordability. There are simple facts: Sustainability is both a compulsion and a responsibility for us as a vehicle manufacturer and as part of society. However, it must be achieved without compromising the other essential aspects of the vehicle.
 [color=hsl(0,0%,0%)]Finally, from your perspective, what defines a good car design?
[color=hsl(0,0%,0%)]Follow your heart and your instincts, stay true to your emotions, and never give up. The ultimate measure of good design is when others share the same excitement and connection when they see your designs. |
