TVS rides ‘Apache’ into super premium space


Chennai-based TVS Motor Company has signalled its foray into the super-premium segment of the two-wheeler market with the global unveiling of its new bike TVS Apache RR 310.

The new offering, according to K.N. Radhakrishnan, president and chief executive officer of TVS Motor, is the beginning of the company’s breakthrough into the super-premium category.

BMW Motorrad tie-up

The vehicle is the maiden product offering built on the common platform emerging out of the company’s alliance with BMW Motorrad.

Asserting that The roll-out of TVS Apache RR 310 “is the culmination of years of sincere efforts,” Mr. Radhakrishnan said that adding that the new bike “is a testimony to our racing DNA and R&D (research and development) capabilities.”

The ex-showroom price of TVS Apache RR 310 will be ₹2.05 lakh. The bookings will start soon and the product is expected to be available by month-end.

The unveiling of TVS Apache RR 310 marked a new era in the annals of the company, according to said Sudarshan Venu, joint managing director (JMD). Spearheading the super-premium foray, the young JMD was confident that “Customers will find it [TVS Apache RR 310] to be a perfect combination of race-craft technology and riding dynamics,” he added.

Conceding that the more than three decades of learning from the race track had immensely benefited TVS Motor in its entry into the super-premium space, Mr. Venu expressed optimism that the new offering would go a long way in beefing up its market position in the segment.

The company is hoping to sell 10,000 TVS Apache RR 310 bikes in the first year.

To a question, he indicated that there would be a phase-wise global unveiling of the product. “This will happen reasonably quickly,” he added. The JMD insisted that the company had enough capacity at its Hosur plant to make the it (TVS Apache RR 310) in India for the world market.

According to Arun Siddharth, vice-president (marketing), the premium segment formed roughly around 15% of the two-wheeler market. While the market was growing at 10% for the past five year, TVS Motor had been growing well above 25%, he said. The premium space comprised sport, tourism and heritage, he said. TVS Motor would seek a strong play in sport space, he added. He was confident that TVS Apache RR 310 would bring the company the ‘halo effect.’

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