TVS launches 150 cc bike Apache

The TVS Motor Company has launched a new 150cc motorcycle Apache to supplement the company's product basket in the premium segment and portray an image that would appeal to younger customers.

The mobike has been priced at Rs 52,498 (ex-showroom, Chennai) and its national rollout will take place early next year. The company invested about Rs 15 crore in Apache, primarily in tooling and development.

TVS Motor's chairman and managing director Venu Srinivasan said the Apache represents the new spirit of the company: young, vibrant, aggressive.

He added that the production capacity of the mobike would be scaled up from the present 15,000 units a month to 25,000 units a month in a few months.

At the present ex-showroom price, Apache is marginally less expensive (for similar features) than the 150cc motorcycle offered by Hero Honda, Bajaj Auto and Honda Motorcycle and Sccoter.

TVS Motor currently sells another 150cc motorcycle, Fiero. Company officials said Fiero would continue to be sold as its demand is about 2,000 units a month.

The 150 cc motorcycle is a part of the premium segment of the market. The premium segment made up a little over 10 per cent of the total motorcycle market, said Prasad Narasimhan, vice president (marketing).