TVS rides on value in premium slab

Two-wheeler maker picks up engineering best practices from BMW to create a niche market of its own

premium

Sudarshan Venu, joint managing director, and K N Radhakrishnan, president and CEO, TVS Motor Company, at the launch of the Apache RR 310 in Chennai. The company is looking to sell 10,000 units in the first year of its launch

Ritwik Sharma

Last Updated : Dec 17 2017 | 10:45 PM IST

Two-wheeler manufacturer TVS Motor Company recently launched the Apache RR 310, claiming the model marks its entry into the “super-premium bike” segment. The company had tied up with motorcycle brand BMW Motorrad in April 2013 to manufacture bikes under the sub-500cc segment. Given the strategic tie-up between the two, the question is how can a home-grown company like TVS gain from the expertise of BMW Motorrad as it forays into a new range within the premium segment, which includes bikes in the 150cc-500cc range.

TVS has touted the new 310cc model as a “super-premium” bike, prior to which its premium