TVS takes slow and steady route for its newly created subsidiary for EVs

Last week, TVS' board also clear­ed a proposal to establish a separate subsidiary for the electric vehicle business (the name is yet to be announced)

In April 2008, TVS Motor Com­p­any came out with Scooty Teenz Electric, the electric version of its Scooty model, targeting young women and college-going teenagers.

The company initially targeted sales of around 40,000 units a year. Though Scooty Teenz appeared to be a smartly positioned and prescient product, it failed to attract buyers, forcing TVS Motor to stop production in May 2009. Plans to launch TVS King, an electric three-wheeler, were also shelved. The executive heading marketing at the time had reportedly said the company had decided to “concentrate on selling regular motorcycles and scooters as the market was not