TVS Motor Corporation is reportedly developing a new flagship motorbike in collaboration with its European partner. According to insiders, the bike will feature a larger engine and enhanced performance, targeting the 600-750cc class with a twin-cylinder design. With this launch, TVS aims to strengthen its presence in India’s fast-growing aspirational/lifestyle segment and compete with Royal Enfield, which has a diverse product line that includes large displacement motorcycles and a vast riding community. This new motorcycle will be TVS’s halo product, showcasing the company’s technological prowess and catering to the needs of the discerning Indian rider.
TVS Motor Corporation has yet to confirm any official development, but our sources suggest that the company is already working on a new project, including a middle-weight bike and a larger displacement motorcycle. According to insiders, the development of these bikes is likely to expand TVS’s portfolio and enhance its brand image as a lifestyle company.
At the 2023 Motosoul riding event held in Goa, Vimal Sumbly, the Business Head of TVS Motor Company’s Premium Two-Wheelers division, hinted at the company’s plans to transform its brand image into a lifestyle brand. Sumbly’s signals suggested that TVS aims to attract aspirational buyers and build a community around its brand. With these developments, TVS hopes to expand its market presence and compete with established players in the premium two-wheeler segment.
TVS showcased its Ronin platform’s high customization capability with four unique examples at a recent festival. The company also announced a new Connect 2.0 mobile application and two Bluetooth intercom devices that offer excellent value for money.
All of these developments aim to enhance TVS’s brand image and persuade buyers to invest in the TVS universe, where the bike, rider, and community are interconnected and provide a unique ownership experience. TVS has several thriving communities, such as the Apache Owners Group with over 2.5 lakh members, the Ronin Cult group, and the 150,000 active monthly users on SmartXonnect. These communities will be invited to join TVS Motosoul and other events, where they can interact with each other and strengthen the TVS brand. With these initiatives, TVS hopes to diversify into new markets and become a leading player in the premium two-wheeler segment.
TVS’s Racing Performance Gear section offers a range of accessories and clothing, indicating that the brand has established itself as a lifestyle player that offers an experience rather than just a product.
However, there is a fundamental flaw in this approach given the current TVS lineup. Despite the company’s racing expertise, gear division, and connected ecosystem, its motorcycle range does not exceed 310 cc. The Apache series covers the 160 cc to 310 cc segment, while the Ronin sits in the middle with its 225.9 cc engine and modern vintage styling. This limitation could hamper TVS’s ability to compete in the premium two-wheeler market, where larger displacement motorcycles are highly sought after. Nonetheless, with its strong brand image and focus on community-building, TVS could still make a mark in this segment and attract aspirational buyers who value the TVS experience.
Unlike its rival Royal Enfield, which offers lifestyle-centric motorcycles in the 350 cc to 650 cc range with single and parallel-twin cylinder engines, if a buyer grows out of TVS’s specific class of motorcycles, the brand does not have a larger alternative to move to. Would the community, connected tech, or racing experiences be enough to keep a consumer once they reach that threshold? In the long run, it appears doubtful.
will have to keep customers interested with a halo product that has a larger engine, more cylinders, and is a step above the rest of its inventory. Nobody knows when that will happen, but given recent events, it does not seem far-fetched.
