Tata Motors arguably had the most exciting stall at Auto Expo 2023, previewing a wide range of future ICE and electric models. While the Sierra EV, Harrier EV and Curvv ICE concept wowed the Auto Expo audience, it was the Sierra EV's interior that perhaps caught everyone’s eye the most.
- Tata Sierra EV to come in 4, 5 seater options
- Will be offered with accessories for personalisation
- Upcoming EVs to be positioned higher than current line up
Tata Sierra will have highly customisable interiors
Martin Uhlarik, head of design at Tata Motors, spoke in depth with Autocar India about the interior design philosophy of the Sierra EV and said, “We wanted to make less of an automotive interior and more of a living room”. Thus, on the production version, while the company will offer a regular 5-seat version, there will also be a 4-seat lounge version, a first at this price point. Plus, there will be plenty of personalisation options available.
The two rear seats in the lounge version will be wider and pushed further back to liberate a lot of legroom. They will also be able to slide fore and aft, allowing a degree of flexibility in passenger and cargo space. The seats will be deeply contoured and have an extendable leg support or ottoman function, similar to a business class airline seat. “Think of this as the business class version,” said Uhlarik.
He added, “This could be a working environment as well. Many of these vehicles will be chauffeured, so customers sitting at the back could potentially also be doing some work. So, all these use cases have to be considered during the design process.” To that effect, customers can also specify features such as fold-out tray tables, fold-down arm rests, rear seat entertainment screens, phone chargers and several other connectivity options.
Adding to the lounge atmosphere, the Sierra show car had some interesting lighting and decorative elements, all of which Uhlarik says will make it to production. The vases on the rear door arm rests that can house artificial plants will be offered as an accessory or the space could also be used as a small storage area instead. The unique C-Pillar-mounted interior ambient lamps will also make it to production; these too will be offered as an accessory.
Even the moss-like decorative element on the dashboard (also featured on the original 2020 Sierra concept) will be offered as an accessory, or customers can even choose from several other materials to deck up that space. “These things just bring out that element of making it more like your home. It’s a space where you would want to spend time in,” said Uhlarik.
Tata to move up in price and positioning
It’s important to note that personalisation will inevitably drive up the costs, which means Tata’s upcoming products will be positioned a notch above its current crop of vehicles. But that is in line with market trends.
In an interview with Autocar India, Shailesh Chandra, managing director of Tata Passenger Electric Mobility, noted that the core of the market is gradually shifting from the sub-4m category to the plus-4m category. There is, therefore, a consciousness within the brand that is actively looking to cater to more affluent customers, which is where such levels of personalisation create more value.
Chandra said, “The company plans to offer products across price points. Directionally, we are moving up and our average price points are moving up. We have created a decent customer base; we want to offer an upgrade alternative to the users of Nexon by creating alternatives like the Sierra, Harrier and Avinya.”
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