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TVS Motor Company is seeing momentum in the sales of its recently launched high-end bike Apache RR 310, the first product from the TVS Motor-BMW Motorrad alliance meant for sub-500cc bikes.
The monthly sales of Apache RR 310, unveiled in December 2017, have touched 1,000 units. The are likely to increase further in the coming months, supported by the company’s customer engagement and other activities.
The company has sold more than 3,000 units in the past few months. It has set a target to sell at least 10,000 units in the first full year of launch.
“We are happy with the positive response to the TVS Apache RR 310 in the last few months. The feedback on the motorcycle has been very good and we believe that this positive response will continue and the Apache RR 310 will establish itself as a strong player in the super premium motorcycle category,” Arun Siddharth, Vice-President (Marketing) - Premium Two Wheelers, International Business & TVS Racing, TVS Motor Company, told BusinessLine .
Building communities
The company’s customer engagement initiatives, such as the Apache Owners Group (AOG), have met with success as they have created a community of like-minded TVS Apache riders.
“Today, the AOG has an active rider base of over 3,000 owners. These groups of racing enthusiasts that we have created for TVS Apache will grow further as we expand our base of owners.
Another unique initiative to reiterate the brand’s racing legacy is the TVS Apache RR Cup, where professional racers ride and compete in five rounds on race-tuned TVS Apache RR 310 motorcycles,” said Siddharth.
With its Apache bikes in the 160cc, 180cc and 200cc range, TVS Motor is already the leader in the above-150cc to 200cc segment with a market share of 47 per cent. The company sold about four lakh units in FY18 with its Apache brand in that segment, which had a total volume of about 8.45 lakh units during the period.
Making new tracks
The rollout of the Apache RR 310 marked the Chennai-headquartered two-wheeler maker’s entry into the super sports segment.
The above-250cc to 350cc segment has been dominated by Royal Enfield Motors, which has an almost full market share in the segment, which clocked volumes of 7.61 lakh units in FY18.
Meanwhile, TVS Motor’s super bike partner BMW has been selling the Hosur factory-built G 310 R bikes (the BMW version of the Apache RR 310) in several markets outside India, even as the German auto giant is preparing to launch the luxury bike soon in the Indian market.
In FY18, total exports of BMW bikes stood at about 26,500 units, according to industry data.
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