Tata is betting that the new SUV will boost its battle with Hyundai and Suzuki

India’s Tata Motors is betting its recently launched sport-utility vehicle will help boost competition with rivals such as Hyundai Motor and Maruti Suzuki in a hotly contested and fast-growing part of the market.Tata, India’s third-largest automaker, launched the mid-size Sierra SUV on Tuesday, reviving a decades-old cult brand that will take on Hyundai’s Creta SUV and Suzuki’s Victoris.

“The Sierra is not just a launch… it is a statement we are making as we enter our new phase of growth,” said Shailesh Chandra, CEO of Tata Motors Passenger Vehicles.

Tata has made a comeback in India in recent years with the launch of new cars that score highly on safety and a push towards electric vehicles, boosting its market share to more than 13% from 5% in 2019 at the end of September. It is India’s largest EV manufacturer.

But competition is heating up, with Mahindra & Mahindra launching SUVs and EVs with critically acclaimed designs and Hyundai dominating some segments with its value models. EVs from JSW-MG Motor, partly owned by China’s SAIC Motor, have also chipped away at Tata’s lead in EVs.

Tata and Mahindra are battling to dislodge Hyundai from its No. 2 position in the Indian passenger car market, which is dominated by Suzuki’s Maruti Suzuki unit. Built on a new vehicle architecture and equipped with Tata’s latest petrol engine, the Sierra is expected to generate volumes and be followed by more launches, including an electric version in the fiscal year starting April 2026, Chandra said.