India Tackles Euro Market: BMW Partner TVS Moves West

[advrider]

TVS, one of India’s largest motorcycle manufacturers, has signed a major deal that will see its motorcycles and scooters sold in Europe.

Many readers will know that being one of India’s largest motorcycle manufacturer also means TVS is one of the world’s largest motorcycle manufacturers. They should also know that BMW has partnered with TVS for years. The Indian factory 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 into Europe will include the Jupiter 125, NTORQ , Raider, iQube S, TVS X, Ronin, Apache RR 310, and Apache RTR 310. Note those last two machines—they are essentially the “sportbike 310s” that BMW hasn’t introduced, 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, when you’re out on your highly adventurous world tour, these are the bikes that locals are riding. In Europe, they will be distributed through long-established Emil Frey. Based in Zurich, Emil Frey Group is more of an automotive-focused business, but they’ve been operating for more than a century so they no doubt understand how to make money, which is the most important foundation of any commercial operation.

The PR for this move says the first TVS motorcycles in Europe will be launched in France in January of 2024, so this is all just around the corner. Stay tuned on this one; while Chinese bikes might have taken up a lot of the news headlines at EICMA, India’s manufacturers are also working hard on new machines to satisfy their domestic market, and many of those bikes will also fit a niche in our western markets. It will be most interesting to see where TVS heads in the next few years, as Royal Enfield’s renewed interest in exports certainly revolutionized that company a decade ago.

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