TVS Motor Company will begin billings for the 125cc Phoenix commuter motorcycle from tomorrow. Estimated despatches to dealerships will be around 7,000 units this month, going up to 15,000 bikes by March 2013.

TVS is banking on the Phoenix to establish a strong presence in the commuter segment which accounts for a lion’s share of India’s motorcycles sales estimated to be around 4,00,000 units a month.

The Phoenix has an ex-showroom price tag of Rs 51,000 for the drum brake option and Rs 53,000 for the disc brake version.

The 125cc commuter segment already has models like the Bajaj Discover ST and Honda Shine which are targeted at customers keen on going beyond the traditional 100cc space.

It is here that Hero Splendor rules the roost even though its sales have fallen to 1.5 lakh units a month from a high of 2.5 lakh units earlier this fiscal.

Honda Motorcycle & Scooter India is equally upbeat on its recently launched 110cc Dream Yuga while Bajaj is now getting ready with another 100cc bike in the coming months.

TVS has already gone on record to say that the Phoenix will be the start of a series of other launches which will spill into 2013-14.

Among these will be another commuter bike intended to consolidate the company’s position in this competitive product category.

(This article was published on November 22, 2012)
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