TVS Sets Target to Double 310cc Sales with Apache RTR 310

The recently released TVS Apache RTR 310 was manufactured with an expenditure of Rs 50 crore. The model costs Rs 2.43 lakhs. The Indian OEM wants to increase its presence in the market for premium-lifestyle naked motorcycles. In fact, not just in India but also in other international regions, including Latin America, Europe, & the ASEAN area.

The midsize naked motorcycle class is the primary factor driving TVS' entry into this market. The naked motorcycle class is anticipated to have 1.8 million units worldwide. It has also witnessed a considerable increase in its contribution to overall motorcycle sales. The segment's sales contribution was estimated at 15% around 5 years ago. It has since risen to about 21%.

Introducing the new model expands the 2-wheeler major's 310cc product range. It now includes the flagship Apache RR 310 & Apache RTR 310 motorcycles. Furthermore, both models are based on the existing platform jointly developed with BMW Motorrad. In FY23, TVS Motor Company clocked overall domestic motorcycle sales of 9,10,376 units (FY22: 7,07,563 / +29 per cent).

With the advent of the newest model, the business hopes to quadruple the domestic volumes from this category. It annually sells 6,000–7,000 units of its Apache RR 310 motorbike in India. “Globally, we are looking at a collective 25,000 units of the motorcycle in the first year of launch,” stated KN Radhakrishnan, Director & CEO of TVS Motor Company.

“In addition to India, we will be exporting the motorcycle to Latin America, ASEAN, and we will also be focusing on Europe this time around,” he further stated. While the Apache RTR 310 is expected to start shipping by the end of September, the business will shortly begin exporting the motorbike to Latin America and regions like Thailand in the ASEAN area. The European market will be targeted at the beginning of FY25.

“The TVS Apache is a well-loved brand with over 5 million customers globally, and the latest introduction with its first-in-class features will redefine the segment. This product is the hallmark of TVS R&D and technology, and there are several characteristics which will act as significant differentiators in addition to the agility and performance of this motorcycle,” said Radhakrishnan.

Discovering Premium Retail Channels

“The company will sell the Apache RTR 310 from its over 400 premium motorcycle dealers across the country and says it is exploring newer channels to differentiate its premium offerings. While presently, we are going ahead with our existing premium retailers, the future of premium distribution and customer experience, especially in the premium motorcycle and high-end EV categories could change. So, we are looking at new channels and various differentiating aspects that we would need to offer to consumers in this premium segment,” Radhakrishnan stated.

“We are one of the leading players in the premium segment in India as well as international markets. Going forward, while we want to expand our market share to a higher level, we are more focused on the overall satisfaction of our customers. We are very optimistic about the festive season in the current financial year,” Radhakrishnan stated while signing off.

Stay tuned for more news related to the two-wheeler industry. And till we get more insights about the new launches, explore Top 3 Upcoming Launches Scheduled for September 2023

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