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TVS Motor: From Humble Beginnings to Full Spectrum 2-Wheeler Brand

As TVS Motor prepares for a busy product launch cycle—spanning affordable EVs, CNG scooters, 300cc motorcycles, and Norton’s relaunch—its transformation into a global, multi-pathway mobility company is starting to take visible shape.

By Ketan Thakkar & Rishaad Mody

14 May 2025

8517 Views

Having built strong brand equity across mopeds, scooters, EVs, and commuter motorcycles, TVS Motor Company is now in the final stretch of a multi-year effort to establish a commanding position in India's rapidly growing premium two-wheeler market. The Chennai-based automaker is nearing the final phase of execution on its multi-pronged strategy encompassing over half a dozen new product launches, a revitalised customer experience strategy, a refreshed organizational structure, and the global debut of its retro brand Norton in the growing mid-size motorcycle segment. The company believes it is ready for the transition, having spent Rs 1,000 crore annually on R&D ...

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