The Tata Harrier, a premium mid-size SUV, has seen fluctuating sales over the past four years. Launched in 2019, the Harrier received a significant facelift in October 2023, bringing design updates and new features. However, despite the facelift, sales in 2024 have seen a decline compared to previous years.

Tata Harrier Sales from 2021 to 2024

In 2021, Tata Harrier sales stood at 28,038 units, marking a 15.04% growth over the previous year. The SUV maintained strong demand due to its bold design, spacious cabin, and safety features.

2022 saw sales peak at 32,258 units, the highest in four years, reflecting a 27.91% growth from 2021. This was driven by increasing consumer preference for SUVs and Tata’s strong brand trust. In 2022, it introduced special editions like the Kaziranga and Jet Editions

In 2023, Harrier sales dropped to 23,646 units, recording a -27.91% decline from 2022. This dip was due to shifting market trends and customers delaying purchases in anticipation of the facelift model, which was launched in October 2023.

2024 sales further declined to 22,071 units, a -9.35% drop compared to 2023. While the facelift model generated initial excitement, overall demand slowed down due to multiple market factors.

Reasons for Tata Harrier’s Sales Decline

• Facelift Impact: The Harrier received a facelift in October 2023, bringing a refreshed design, updated technology, and ADAS features. However, after the initial launch surge, sales normalized, leading to an overall decline in 2024.
• Upcoming Harrier EV: Tata has confirmed the launch of the Harrier EV in March 2025. With growing interest in electric SUVs, many potential buyers may be holding off their purchase, waiting for the electric version.
• Intense Competition: The mid-size SUV segment has become increasingly competitive with models like the Mahindra XUV700, MG Hector, and Hyundai Alcazar offering strong alternatives. This has impacted the Harrier’s market share.
• Changing Market Trends: The Indian market is seeing a shift toward feature-packed SUVs with hybrid or electric options. With the Harrier currently available only with a diesel engine, it faces challenges in maintaining strong sales momentum since its rivals are available in both petrol and diesel forms.

Facelift Launch Details

Tata Motors launched the Harrier facelift in October 2023, featuring:

• Exterior updates: New connected LED DRLs & tail-lamps, revised front grille, alloy wheels, and redesigned bumpers.
• Interior upgrades: A larger 12.3-inch touchscreen infotainment system, a fully digital instrument cluster, and a new steering wheel with an illuminated Tata logo.
• Feature additions: Level 2 ADAS, a 360-degree camera, ventilated seats, powered tailgate, powered front seats, etc.
• Powertrain: 2.0 L Diesel engine (168 BHP, 350 NM) with 6-speed manual and automatic transmission options.

Launch Timeline in India

• January 2019: Tata Harrier launched in India.
• October 2023: Harrier facelift introduced with design and feature upgrades.
• By March 2025: Tata Harrier EV set to launch, expanding the lineup into the electric SUV segment.

Final Thoughts

The Tata Harrier remains a capable SUV, but its sales have seen a steady decline post-2022. The facelift in 2023 provided a temporary boost, but growing competition and the anticipation of the Harrier EV in March 2025 have affected overall demand. Tata Motors is expected to regain momentum with the upcoming Harrier EV, catering to the rising demand for electric SUVs in India.