TVS plans premium EV, ICE 2W launches in France, Italy for Europe expansion

TVS Motor Company plans to initially introduce its premium electric and internal combustion engine two-wheelers in France and Italy, as the leading automaker charts its expansion into the European markets. 

The company recently announced its entry into Europe, starting with France and Italy. The automaker has tied up with retailer Emil Frey to import and distribute two-wheelers in select European markets. 

"TVS Motor will initially introduce its premium EV and ICE range in France and Italy, a move that will pave the way for further expansion into select EU markets," the automaker said in its annual report.

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, will be available in Europe. The company could be prioritizing countries with strong two-wheeler demand, and Emil Frey's infrastructure and resources.

"This move is not just about offering our high-quality two-wheelers to a wider market, but also about providing comprehensive mobility solutions for tomorrow, as is evident from our significant investments in electric mobility and partnerships," TVS Motor Managing Director Sudarshan Venu said.

Meanwhile, TVS Motor is working on a new product lineup for UK-based motorcycle brand Norton, which it acquired in 2020. The new set of super-premium Norton products is likely to hit the global market in 2025-26.

“Overall, the premium and super-premium markets are expected to grow consistently, and Norton is preparing its portfolio to become a strong player with a series of products getting closer to market readiness," the company said.

By deepening its presence in markets across Europe as well as Africa, Latin America, Southeast Asia, and the Middle East, TVS Motor is looking to capitalise on growing two-wheeler opportunities.

Exports account for around 24% of TVS Motor's total turnover. In 2023-24, the company witnessed a decline in its exports to 8.9 lakh two-wheelers due to various challenging economic factors such as liquidity crunch and high inflation.

However, the management expects its exports to bounce back going forward as the economies are expected to recover from the global economic slowdown. The expansion initiatives in Latin American, South East Asian, Middle East and European markets are likely to provide additional momentum. 

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