TVS aims to double 310cc volumes with new Apache RTR 310
The company has spent Rs 50 crore in the development of the new motorcycle which is based on the existing platform jointly developed with BMW Motorrad, and holds potential for exports to ASEAN, Latin America, and European markets.
TVS Motor Company has launched its new 310cc motorcycle, TVS Apache RTR 310 at Rs 2.43 lakh, ex-showroom. The new motorcycle which has been developed with an investment of Rs 50 crore, is targeted at the premium-lifestyle naked motorcycle segment both in the domestic, as well as overseas markets, including Latin America, Europe, and the ASEAN region.
The key driver behind TVS’ move into this category is the rapid growth in the mid-size naked motorcycle segment, which is estimated at 1.8 million units globally, and has seen a significant uptick in its contribution to the overall motorcycle sales. While the segment’s sales contribution was pegged at 15 percent around five years back, it has climbed to almost 21 percent in the present day.
In FY23, TVS Motor Company clocked overall domestic motorcycle sales of 910,376 units (FY22: 707,563 / +29%), and the introduction of the new model expands the two-wheeler major’s 310cc product range, which now includes the flagship Apache RR 310, and Apache RTR 310 motorcycles - both based on the existing platform jointly developed with BMW Motorrad.
Presently, the company sells around 6,000-7,000 units of its Apache RR 310 motorcycle in India annually, and with the addition of the latest model, it targets to double the domestic volumes from this category. “Globally, we are looking at a collective 25,000 units of the motorcycle in the first year of launch,” said KN Radhakrishnan, Director and CEO, TVS Motor Company, on the sidelines of the launch.
“In addition to India, we will be exporting the motorcycle to Latin America, ASEAN, and we will also be focusing on Europe this time around,” he added. While the deliveries of the Apache RTR 310 are slated to commence by end-September, the company will soon after start exporting the motorcycle to markets such as Thailand in the ASEAN region, and Latin America, while the European market will be addressed starting FY25.
“The TVS Apache is a well-loved brand with over 5 million customers globally, and the latest introduction with its first-in-class features will redefine the segment. This product is the hallmark of TVS R&D and technology, and there are several characteristics which will act as significant differentiators in addition to the agility and performance of this motorcycle,” Radhakrishnan said.
Unique product attributes
The Apache RTR 310 is built around the company’s track-to-road philosophy, and inherits the company’s learnings from its racing activities. The motorcycle is based on a lightweight aluminium sub-frame and offers a streetfighter silhouette with its naked body style. It gets LED lamps all around, a 5-inch TFT display with connectivity options for music, navigation, as well as action camera, and a first-in-segment heated-and-cooled seat, specifically considering the hot Indian climate.
The company says the cooling function is achieved by using a refrigerating element in the seat, which cools when 12V electric current is passed through it. The motorcycle also gets a hyper-spec trellis frame, adjustable levers, dual-channel ABS, and a race-tuned linear stability control (RT-LSC) safety system that offers linear traction control as well as rear-lift protection.
The new TVS Apache RTR 310 comes powered by a 312.2cc, reverse-inclined, DOHC, single-cylinder engine that produces 35.11hp and 28.7Nm of peak torque. The engine comes mated to a 6-speed transmission with a bi-directional quick shifter. The motorcycle will be available with two customisation packs – Dynamic kit and Dynamic Pro kit – under the company’s unique ‘Built To Order’ programme.
While the former pack brings a tyre pressure monitoring system (TPMS) as a key feature, the latter will equip the motorcycle with a race-tuned dynamic stability control (RT-DSC) system that will offer a 6D IMU for cornering ABS, cornering traction control, and cornering cruise control safety features.
Exploring premium retail channels
The company will sell the Apache RTR 310 from its over 400 premium motorcycle dealers across the country, and says it is exploring newer channels to differentiate its premium offerings. “While presently, we are going ahead with our existing premium retailers, the future of premium distribution and customer experience, especially in the premium motorcycle and high-end EV categories could change. So, we are looking at new channels and various differentiating aspects that we would need to offer to consumers in this premium segment,” said Radhakrishnan.
“We are one of the leading players in the premium segment in India as well as international markets. Going forward, while we want to expand our market share to a higher level, we are more focused on overall the overall satisfaction of our customers. We are very optimistic about the festive season in the current financial year,” Radhakrishnan signed off.
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