Key launches for TVS Motor include debut in the Indian adventure tourer segment, its first Made-In-India electric bicycle, and four new Norton motorcycles developed under TVS ownership.
27 Jul 2025 | 13002 Views | By Kiran Murali
Building on its strong performance and expanded presence in the scooter and premium motorcycle segments, TVS Motor Company is strategically diversifying its portfolio. During the current financial year (FY26), the automaker is set to enter the adventure tourer segment in India, while it will launch its first electric bicycle and, ...
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Building on its strong performance and expanded presence in the scooter and premium motorcycle segments, TVS Motor Company is strategically diversifying its portfolio. During the current financial year (FY26), the automaker is set to enter the adventure tourer segment in India, while it will launch its first electric bicycle and, notably, the highly anticipated debut of the first set of Norton motorcycle models developed under TVS ownership.
"TVSM [TVS Motor] will be entering the adventure tourer segment in India, and we would also be launching our made-in-India electric bicycles in FY 2025-26," TVS Motor Managing Director Sudarshan Venu said in the company’s annual report. In May, Autocar Professional had exclusively reported TVS Motor's product plans for this financial year.
An adventure tourer motorcycle is designed for long-distance travel across a wide variety of terrains, including both paved roads and unpaved, rougher surfaces. They come with a blend the comfort and luggage capacity of a touring bike with the robust build and off-road capability of an enduro or dirt bike. Royal Enfield’s Himalayan, Yezdi Adventure, KTM 390 Adventure, and Suzuki V-Strom SX are some of the popular adventure motorcycles available in the market.
Riding on the premiumisation wave, TVS Motor has strategically shifted its focus from mass-market models to premium motorcycles and scooters. Models like Apache and Ntorq series have elevated the brand's appeal among the young buyers while boosting the company's profitability. TVS Motor has witnessed expansion in its market share in FY25. It sold 3.52 million two-wheelers in the market, resulting in a share of 18%, compared to 17.5% in the year-ago period.
More than half of TVS Motor's volume comes from scooters. The brand has around 26.5% share in the scooter segment, reflecting the strong portfolio comprising Jupiter, Ntorq, IQube and Zest. TVS is also a strong player in the 150-350cc motorcycle segment with Apache, Ronin, RR 310 models, but does not have presence in the 350 cc plus segment where models like Royal Enfield Himalayan and KTM 390 play.
TVS Motor has a long-standing partnership with BMW Motorrad for developing and manufacturing sub-500cc motorcycles. TVS Motor has been manufacturing BMW’s best-selling 310cc series motorcycles on a shared platform. In 2021, the companies expanded their collaboration to co-develop electric two-wheelers as well on a common platform. BMW sells two adventure bikes in India - RS 1300 and F 900.
Electric Bicycle
Meanwhile, electric bicycles are gaining popularity globally with people becoming more cognisant of health benefits, environmental consciousness, technological changes and budget. However, unlike the Western markets, the Indian market is yet to witness a large-scale adoption due to lack of proper infrastructure, such as dedicated cycle lanes.
At the previous Bharat Mobility Expo, TVS Motor displayed a concept electric bicycle - EB1 - that is rare-earth magnet-free and fully connected. TVS Motor has bought Swiss e-bike technology company The Go Corporation and UK-based EBCO Ltd, marking its strategic entry into the premium electric bicycle market. TVS Motor could be primarily looking at the European market with electric bicycles.
"The market for e-bikes represents 30% of all bicycles sold in Europe. CY2025 is expected to be a transition year with growth returning in CY2026 as the industry continues to address challenges of excess inventory and excessive discounting. The revenue from sales of E-bikes is expected to reach $23 billion by 2029, growing at a CAGR of approximately 4%," the company said.
Norton Launch
On the luxury motorcycle front, TVS Motor is preparing to launch four new models under the British brand Norton Motorcycles in this financial year across the UK, India and key European markets. A flagship 1200cc four-cylinder superbike will be the first product in this lineup, with launch expected between October and December.
"One of the key milestones in our global journey will be the launch of our iconic British brand, Norton, in Q3 FY 2025-26 in the UK, India, and key European markets to further capitalise on the growing demand for premium and desirable mobility brands," TVS Motor Chairman Ralf Speth said. "Four new models will be launched and will be available for the summer of 2026," Venu said.
TVS Motor acquired the renowned British luxury motorcycle manufacturer Norton Motorcycles in 2020 in a deal valued at approximately Rs 153 crore. This marked a pivotal move in accelerating TVS Motor's push into high-growth global markets, particularly in Europe and North America, where there is significant demand for high-performance and premium motorcycles.
Norton currently offers three models - Commando 961, V4SV, and V4CR. These models are now manufactured at Norton's facility in Solihull, UK. However, under TVS Motor's ownership, there are plans for future Norton products or select models to be manufactured at its Hosur plant in Tamil Nadu.
After acquiring Norton, TVS Motor has made substantial investments in the design, development, and production of a diverse range of motorcycles. Investment in Norton by TVS Motor is estimated to have been over Rs 1,200 crore so far. This strategic effort goes beyond merely restoring Norton's iconic status; it aims to deliver novel and unique offerings for contemporary riders in key markets such as the UK, US, France, Germany, Italy, and India, the company said.
"This marked a significant turning of the page before the 126-year-old brand embarks on a fresh journey, with the launch of six models by 2026, starting with the flagship 1200cc four-cylinder superbike," the company said.
Global Push
TVS Motor has also been aggressively pushing its sales in the global markets, with particular focus on markets such as Africa, Latin America and Southeast Asia. During the financial year 2025, exports accounted for almost 30% of its total volume, making it the second-largest two-wheeler exporter from India.
TVS Motor Company is also setting up a Global Capacity Center in Dubai to streamline its international business. The hub is likely to serve as a central point for various functions, potentially including regional sales and marketing, after-sales support and parts distribution for across the Middle East and Africa.
Last year, TVS Motor announced its entry into Europe, starting with France and Italy. The automaker tied up with retailer Emil Frey to import and distribute two-wheelers in select European markets. TVS Motor’s EV and ICE models, including the Jupiter 125, NTORQ, iQube S, TVS X, Ronin 250, Apache RR 310 and Apache RTR 310, are available in Europe.
A new set of Norton Motorcycle products and electric bicycles will further improve TVS Motor’s brand visibility and acceptance in the global market.
The automaker recently appointed Peyman Kargar as head of International Business. Kargar, who brings over three decades of experience in the global automotive industry with Nissan’s INFINITI, Datsun brands as well as Renault, is based in Dubai and reports to the Director and CEO KN Radhakrishnan.
Also, the current Managing Director Sudarshan Venu is set to take the role of chairman from August 25. Current Chairman Ralf Speth will step down at the close of TVS Motor’s Annual General Meeting on August 22, but will contribute as chief mentor for the next three years.