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TVS Apache now has over 70 lakh customers across 90 countries as it has reiterated its popularity in local and international markets
TVS Motor Company has announced that the Apache motorcycle series has crossed the 70 lakh sales milestone globally – a little over two decades after its debut in 2005. The company also unveiled a new brand campaign titled ‘Tu Race Laga’, celebrating the journey of one of its biggest performance motorcycle brands from India. The Apache lineup is currently sold in 90 countries and has grown into one of the fastest expanding premium motorcycle families in the world.
The Apache story began with TVS’ Track to Road philosophy bringing technologies and engineering lessons from the company’s racing programme to production motorcycles. Over the last 20 years, the range has expanded across multiple segments – starting with street motorcycles before growing into supersport and adventure touring categories. The portfolio today spans engine capacities from 160 cc to 310 cc.
The Hosur-based manufacturer says Apache has played a major role in introducing several segment-first technologies over the years. These include roto-petal disc brakes, fuel injection, dual-channel ABS, multiple ride modes, TVS SmartXonnect, Glide Through Technology, Built-To-Order factory customisation, keyless ride system, traction control and dynamic stability systems.
The additions have helped the brand establish an appreciable position in India’s premium motorcycle space while expanding its global footprint. The company has also built one of the country’s largest riding communities around the Apache name. More than five lakh registered members now participate in organised rides, track sessions and brand-led activities.
TVS says these events have helped create stronger engagement among owners. To commemorate the milestone, TVS has launched the ‘Tu Race Laga’ campaign film directed by National Award-winning filmmaker Ram Madhvani. The film draws inspiration from the Apache’s Track to Road philosophy and focuses on the emotions associated with riding, racing and everyday motorcycling.
Speaking on the milestone, Vimal Sumbly, Head Business – Premium, TVS Motor Company, said, “Twenty years ago, TVS Apache was born with a singular vision – to bring the excitement, control, and race-bred capability of the racetrack to everyday riders through our ‘Track to Road’ philosophy. Today, as we celebrate the milestone of 7 million customers globally, we are proud to see TVS Apache evolve into one of the world’s fastest-growing premium motorcycle brands and a thriving community united by a shared passion for riding.”
The Apache family currently consists of motorcycles across three categories. The street and naked lineup comprises the RTR 160, RTR 160 4V, RTR 180, RTR 200 4V and RTR 310. The RR 310 represents the supersport category while the recently introduced RTX serves as the brand’s adventure tourer.
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