Indian bike market is presently flooded with diverse models that fall under the premium bike segment. TVS motor on such landscapes has turned out to be a tough competitor for Bajaj Auto and Hero MotorCorp with the upbringing of its large product range. This has also reorganized the management to imitate exceptional demand of customers with ramping of the price at different points.
At the forefront of the rollout of its most costly bike, TVS Apache RR 310, the company has planned top split its marketing department. Its one division would primly focus on the premium bikes segment and overseas markets, whereas the other will responsible for the mass-market mopeds, motorcycles, and scooters.
Former vice-president of motorcycle division, Arun Siddharth has now been appointed the role of VP, marketing dedicated for premium two-wheelers, TVS Racing, and international business. While marketing vice-president for scooters and corporate brand, Aniruddha Haldar, has been given an additional duty of mass market motorcycles.
These changes in the organization were in a position a few months back prior to the introduction of a new bike. The all-new 310 RR that is the result of the joint development with BMW is expected to see various iterations in the coming future.
“TVS Motor isn’t limited to one segment now, with the inclusion of new models such as Apache RR 310,” said Siddharth.
The sports bike segment though has minimum numbers on its charts but has a massive potential for further growth. We had declared that we intend to send about 10,000 bikes in the initial year post launched and adoption for the same is appreciable and has been brawny.
TVS with its moped and scooters segment has achieved a dominating position in the rapidly increasing two-wheeler market. The company with all its segments and Apache has 38% market share in the range of 150–250 CC space.