Tata Motors is working on ramping up production to bring down the waiting period on the SUV, as demand soars for the new Sierra.
Tata Motors is working on ramping up production to bring down the waiting period on the SUV, as demand soars for the new Sierra.
The Tata Sierra has been a blockbuster for the automaker ever since its arrival in November last year. The nostalgic name created the right hype for the new SUV, which garnered over 70,000 bookings within 24 hours of order bookings opening. The automaker has now revealed that bookings have crossed the one lakh mark for the Sierra, signalling strong demand.
Speaking to the media during the media call for Q3 FY2026 performance, Shailesh Chandra, Managing Director and CEO, Tata Motors Passenger Vehicles, said, “We can tell you that we announced 70,000 bookings on 16th December, and the number has crossed six digits.”
Also Read: Tata Sierra Records 70,000 Bookings On First Day, Deliveries Commence Next Month
The automaker is now looking to expand production in a phased manner for the Sierra, to address the growing demand. Speaking about the same, Chandra said, “As far as the capacity is concerned, in January we were able to supply about 7,000 units. And the deliveries started only from 16th Jan. We are clearly in a ramp-up phase.”
The production ramp-up will take a few months, however, with constraints on the supplier side. Elaborating on the same, Chandra said, “But the first level problem is the ramp-up from the suppliers. There’s a clear signal that the industry volumes have increased from 350,000 to 420,000 a month in the last 3-4 months. Therefore Tier I to III suppliers, including casting and power parts, there are general capacity constraints. We are working on enhancing the capacities and ramping up the supplies from the suppliers. Our in-house capacity ramp-up is happening to the extent of capacity, which has been dedicated to Sierra at our Sanand II factory.”
Tata Motors is aiming to ramp-up production of the Sierra to 15,000 units per month by March this year. This translates to the Sierra contributing about 1.5 lakh units per annum to Tata’s total volumes. The expanded production capacity will also lead to shorter waiting times on the SUV, which stands at about 6-7 months, depending on the variant.
“We are also increasing the capacity further in two phases in five to six months, and therefore the waiting period, which today would be around 6-7 months, should progressively come down as we ramp-up with the enhanced capacity to 5-6 months,” Chandra revealed.
The Tata Sierra has arrived in a highly competitive space and sustaining demand, followed by timely delivery will be key to the success of the SUV. The model competes against the Hyundai Creta, Kia Seltos, Maruti Suzuki Grand Vitara, Honda Elevate, Maruti Suzuki Victoris, MG Astor, and more. It will also face the heat from the new-generation Renault Duster, scheduled to arrive in a few weeks, followed by the Nissan Tekton set to arrive later in the year. The Tata Sierra will be positioned between the Curvv and Harrier in the brand’s lineup.
The Tata Sierra is priced from ₹11.50 lakh (ex-showroom) onwards, and arrives with petrol and diesel engine options. The Sierra EV is next on the cards, with the launch slated for later this year. An all-wheel drive (AWD) version is also in the works.
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