TVS, one of India’s largest motorcycle manufacturers, has signed a major deal to sell its motorcycles and scooters in Europe.
Many readers will know that being one of the largest motorcycle manufacturers in India also means that TVS is one of the largest motorcycle manufacturers in the world. You should also know that BMW has been partnering with TVS for years. The Indian plant builds the G310 series bikes. Some of the first bikes TVS brings to Europe will be closely related to those 310 models.
According to the press release, the first bikes brought to Europe will include the Jupiter 125, NTORQ, Raider, iQube S, TVS X, Ronin, Apache RR 310 and Apache RTR 310. Note the last two machines – they are essentially the “sportbike 310s” that BMW has failed to introduce despite consumer demand.
Aside from the BMW team-up, TVS has been exporting its bikes all over the world for years, to other countries in Asia, not to mention Africa and South America. In other words, if you’re on a highly adventurous world tour, these are the bikes the locals are riding. In Europe, they are distributed by the long-established Emil Frey company. Based in Zurich, the Emil Frey Group is more of an automotive company, but they’ve been around for more than a century, so they undoubtedly know how to make money, which is the most important foundation of any commercial operation.
The PR for this move says that the first TVS motorcycles in Europe will be launched in France in January 2024, so this is all just around the corner. Stay tuned; while Chinese bikes may have grabbed a lot of the headlines at EICMA, India’s manufacturers are also hard at work on new machines to satisfy their domestic market, and many of these bikes will also fit a niche in our Western markets. It will be very interesting to see where TVS goes in the next few years, as Royal Enfield’s renewed interest in exports certainly revolutionized that company a decade ago.
