NEW DELHI: With the launch of the Apache RR 310 this week, TVS Motor Company has thrown the kitchen sink at competitors, in a segment virtually dominated by a single player — Royal Enfield. But, the Chennai-based firm has pulled no stops in trying to carve out a spot for its very first model in the 250cc plus range. For one thing, TVS Motor has slapped one of its best known and most successful brands in the performance motorcycle space on the new model -- the Apache. The Apache RR 310’s older stable mates have been and are market leaders in the 150cc to 200cc segment, commanding nearly 46 per cent market share in a very crowded field.
TVS has also linked it with its racing pedigree, stating that the new model has been infused with knowledge and expertise derived from the company’s long presence in competitive racing --over 35 years. And finally, perhaps most pertinent, is the tie-up with global auto major BMW. The Apache RR 310 is the first product produced by the TVS Motor-BMW Motorrad alliance formed in April 2013 to design, make and sell sub-500 cc motorcycles for India and emerging markets.
“It is the most advanced and exclusive offering in our product portfolio, a manifestation of 35 years of learnings from the race track, coupled with cutting-edge technology,” said Sudarshan Venu, JMD, TVS Motor. The company has invested `400 crore into the motorcycle’s development. Analysts and experts say all three factors -- the Apache brand, racing pedigree and the BMW input -- are expected to make it a very strong contender. It also gives customers in the 250cc-350cc segment another performance option, in contrast to the cruising-first models of Royal Enfield.
“The model’s brand alone will see it get some traction. The Apache is a highly well established brand and the BMW tie-up will make marketing the model that much easier,” pointed out a senior analyst.TVS Motor seems confident that the new bike will leave competitors, at least amongst performance models, behind. It expects to sell around 10,000 units in combined domestic and global sales during the first year alone, going on sale in most it’s export markets too.