TVS Motor Company’s premium motorcycle business is expanding faster than the overall industry, driven by performance-focused products, technology upgrades, customer experiences and community engagement. According to Vimal Sumbly, Head of Premium Business at TVS Motor Company, the company’s premium segment has grown 20% over the past two years, compared with 12% growth for the industry.
Building on this momentum, TVS has refreshed six motorcycles across its portfolio: the Apache RTR 160, Apache RTR 160 4V, Apache RTR 200 4V, Apache RR 310, Apache RTR 310 and TVS Ronin. The company is also strengthening the experiences and communities surrounding its premium brands.
The broader business has recorded strong growth as well. TVS Motor Company reported sales of 1.9 million units in Q2 FY27, marking a 27% year-on-year increase. In September, sales rose 24% to 672,790 units, supported by growth in domestic two-wheelers and electric vehicles.
Expanding Its Presence in the Premium Segment
TVS is treating premium motorcycles as a major growth opportunity rather than simply an extension of its mass-market business. According to Sumbly, premium motorcycles now account for approximately 27% of the overall motorcycle industry.
The company’s strategy focuses on attracting new customers while encouraging existing riders to upgrade. The Apache range plays a central role in this approach, offering riders different performance levels while maintaining a consistent identity built around technology, design and racing.
With a legacy connected to TVS Racing, Apache aims to appeal to both loyal TVS customers and riders considering competing premium brands. The portfolio also serves a diverse audience, from younger riders aged 18–25 to older consumers who use their motorcycles for everyday commuting and weekend trips.
Making Premium Motorcycles More Accessible
Changing consumer attitudes towards affordability are also helping the segment grow. Rather than focusing exclusively on a motorcycle’s purchase price, many buyers are increasingly considering monthly instalments and financing options.
This shift is expanding the potential customer base for premium motorcycles. Rising spending power, improving road infrastructure and growing interest in motorcycle touring are further supporting demand.
For TVS, the opportunity lies in making premium motorcycling more accessible while delivering the performance, technology and riding experiences consumers expect.
Apache and Ronin Follow Different Brand Strategies
TVS is building its premium portfolio around two distinct brand identities.
Apache focuses on performance, racing, technology and design. Its range is positioned as a progression for riders who want to move towards more advanced motorcycles without leaving the brand behind.
TVS Ronin, meanwhile, follows a lifestyle-oriented approach centred on travel, culture, individuality and exploration through its #Unscripted philosophy.
The company evaluates Ronin’s performance beyond conventional advertising metrics such as reach and impressions. Community participation, customer advocacy, riding events, creator collaborations and customisation are also important measures of success.
The objective is to turn motorcycle ownership into a more engaging experience, allowing riders to participate in the brand’s identity rather than simply consume its advertising.
Building Communities Beyond the Motorcycle
TVS is investing in experiential initiatives to deepen customer relationships and strengthen its premium positioning. One of its key platforms is MotoSoul in Goa, which attracts more than 7,000 TVS customers.
The company also supports riding communities, marquee rides and initiatives such as Mini MotoGP, Rookie Cup, Young Media Racing Championships and the AOG community.
Its partnerships with brands including PETRONAS, Alpinestars, GIVI and Gameloft extend its presence across motorsports, riding gear, accessories and gaming.
Through these initiatives, TVS aims to create meaningful experiences that connect consumers with its brands beyond the point of purchase.
A Consumer-Led Media and Marketing Strategy
TVS is also adapting its media strategy to reflect the changing motorcycle purchase journey. Consumers may first discover a product through social media or search, explore reviews from automotive journalists, watch creator content and consult owner communities before visiting a dealership or booking a test ride.
Each channel plays a different role. Automotive journalists offer technical insights, creators provide relatable product perspectives, digital platforms enable targeted communication, and traditional media continues to deliver reach and brand visibility.
Rather than prioritising one medium, TVS follows a consumer-led approach that combines digital and traditional channels throughout the buying journey.
The company also maintains a continuous marketing presence instead of concentrating its efforts exclusively around the festive season.
Festive Updates Strengthen the Product Portfolio
The latest festive refresh supports TVS’s broader premium strategy by introducing new features, technology and styling options across its motorcycles.
The Apache RTR 160, RTR 160 4V and RTR 200 4V receive feature upgrades, while the Apache RR 310 and RTR 310 introduce Black Diamond editions. The Ronin range also benefits from new variants, features and colour options.
Technology enhancements across the refreshed portfolio include traction control, adjustable suspension, hazard lamps, panic braking technology and connected features.
However, TVS believes product innovation alone is not enough to sustain premium growth. Customer engagement, digital communication, experiential marketing and community building remain equally important.
By combining refreshed products with performance-led positioning and immersive ownership experiences, TVS Motor Company aims to strengthen its premium motorcycle business and encourage more consumers to enter, explore and remain connected to its brands.
Comments (0)
No comments yet. Be the first to comment.