From Tata Sierra to Renault Duster: Auto majors gear up for iconic SUV comebacks

Tata Sierra

Two of India’s most recognisable SUV nameplates, Tata Sierra and Renault Duster, are gearing up for a comeback, signalling a strong revival of automotive nostalgia in the country’s fast-evolving SUV market.

Homegrown major Tata Motors will reintroduce the Sierra on November 25, while Renault India has confirmed that the new-generation Duster will be officially unveiled on January 26, 2026. Both models, once segment-defining products, are returning with modern designs, updated powertrains, and connected technology, aiming to blend legacy with contemporary appeal.

The Tata Sierra, which originally debuted in the 1990s, will be positioned below the Harrier in Tata’s SUV portfolio. The upcoming version retains the signature wraparound rear glass from the original but adopts new design elements such as LED lightbars, flush door handles, and large alloy wheels.

Inside, the SUV is expected to feature a three-screen dashboard setup, panoramic sunroof, ventilated seats, and a Level 2 ADAS suite. The model will launch first with an internal combustion engine (ICE), with an electric version planned for a later stage — aligning with Tata’s expanding EV portfolio.

Meanwhile, Renault’s Duster, first introduced in 2012, was among the early models to popularize compact SUVs in India. The new Duster will be the first product under Renault’s “International Game Plan 2027”, part of its renewed focus on the Indian market. It will build on the rugged and practical appeal of the original, updated with a modern platform, improved performance, and new technology.

Announcing the revival, Renault Group India CEO Stéphane Deblaise said the new Duster will build on the legacy of the original while incorporating modern design, new technology, and improved performance.

As automakers bring back legacy models like the Tata Sierra and Renault Duster, industry experts say nostalgia is emerging as a powerful tool to rebuild emotional connection with Indian consumers.

According to Lloyd Mathias, Business Strategist and Independent Director, “The Duster launched back in 2012 kicked off the compact SUV in India. By reviving a long gone model, Renault is reminding Indian consumers about their first tryst with an SUV.”

“They are reviving the Duster legacy, its early impact, the community of drivers and the ‘adventure’ identity, to create an emotional bond with consumers,” he added.

On Tata Motors’ upcoming Sierra, Mathias said, “The 90’s era Sierra holds cult status being among the earliest premium SUVs. Tata Motors are leveraging the emotional recall by blending its 1990’s charm with modern design, advanced technology and both EV and ICE options. For younger buyers, nostalgia becomes a kind of heritage story.”

He further explained how nostalgia helps automakers balance legacy with modern relevance. “The pairing nostalgia of old + new helps build identity. You get the legacy (iconic car, trusted name) plus modern tech/features, so you’re not giving up on relevance.”

“Nostalgia in the auto sector works when a vehicle has had meaningful impact previously (either culturally, socially, or in the market) and the brand can signal continuity (through name, styling cues, heritage) while also delivering modern relevance (tech, features),” Mathias said.

In today’s hyper-competitive automobile market, nostalgia and brand legacy have evolved from mere marketing levers into strategic assets that drive deep consumer engagement and long-term brand equity, says Harsh Kapoor, Partner at Deloitte India.

“As technological parity becomes increasingly common — especially with the rise of EVs and connected vehicles — automakers are turning to nostalgia as a compelling emotional differentiator to stand out in a crowded marketplace,” Kapoor explains.

Legacy models, he adds, serve as cultural touchstones, evoking personal memories, family milestones, and collective pride. “By reviving iconic nameplates, brands aren’t just selling cars, they are selling a story, a heritage, and a sense of belonging.”

Globally, Kapoor points to the Ford Bronco, MINI Cooper, and Fiat 500 as examples of how nostalgia-driven revivals have successfully reactivated dormant brand equity and reconnected with multi-generational audiences. “These weren’t just product launches; they were brand rejuvenation strategies that reignited communities and reshaped relevance,” he notes.

In India, the emotional resonance is even more pronounced. “Cars are deeply tied to family narratives and generational memories,” Kapoor says. “The Tata Safari’s revival is a prime example, retaining its legacy of adventure and stature while being reimagined with contemporary design and technology to appeal to today’s urban, aspirational consumers.”

He highlights that nostalgia today is amplified through digital storytelling, community platforms, and experiential marketing. “Brands are curating heritage drives, collector clubs, and social media campaigns that resurface shared memories,” he observes. “Initiatives like Royal Enfield’s Rider Mania and Distinguished Gentleman’s Ride exemplify how legacy, when nurtured as a lifestyle, fosters lifelong advocacy.”

However, Kapoor cautions that authenticity is crucial. “Consumers today can sense when legacy is being exploited versus honoured,” he says. “When done right, nostalgia transforms from a campaign theme into a loyalty-building strategy, creating cultural stickiness that new-age disruptors struggle to replicate.”

“In essence, nostalgia enables automakers to move beyond transactional engagement and build emotional equity,” he adds. “It’s not just about looking back; it’s about using legacy as a foundation to future-proof brand relevance.”

Turning to how automakers can balance nostalgia with innovation and sustainability, Kapoor says success lies in harmonising emotional appeal with technological progress and environmental responsibility. “In today’s tech-driven and environmentally conscious landscape, nostalgia must be paired with relevance,” he notes.

“The most successful brands are preserving the emotional essence of legacy models while embedding future-ready mobility solutions,” Kapoor explains. “This means integrating electric or hybrid powertrains, advanced safety features, and connected technologies into vehicles that evoke familiarity and pride.”

He points to models such as the Tata Sierra, which retains its iconic silhouette while introducing electric and ICE variants, and the Bajaj Chetak, which has returned as a sleek electric scooter that blends classic design with sustainable performance.

“Ultimately, success lies in reinterpreting, not recreating, the past,” Kapoor emphasises. “When emotional legacy becomes the brand’s narrative strength, and innovation plus sustainability become its competitive advantage, it transforms into a forward-looking growth engine.”

According to Kapoor, brands that use nostalgia as the emotional hook but anchor their value proposition in modern performance, technology, and green mobility will build deeper engagement and long-term loyalty. “This isn’t just about reviving a nameplate,” he concludes. “It’s about future-proofing brand legacy through relevance, responsibility, and resonance.”