One of the Indian giants in the motorized two-wheeler industry
Like its compatriots Bajaj Auto, Hero MotoCorp, and Royal Enfield, TVS Motor Company is truly a giant in the motorized two-wheeler industry. The term is clearly not overstated, and just a few figures are enough to convince: the third-largest Indian manufacturer has an annual production capacity of 4.95 million motorcycles and scooters and 240,000 motorized three-wheelers across four plants. In 2022-23, the company achieved a turnover of just over 3.5 billion euros (319.7 billion rupees).
But the company, now based in Chennai and distributed in over 80 countries worldwide, did not rise to prominence overnight. It all began with the establishment of TVS in 1911, which initially operated as a bus and truck company in Madurai under the name Southern Roadways. The company began to expand and diversify its operations, eventually evolving into a group.
In 1962, this group gave rise to Sundaram Clayton in collaboration with Clayton Dewandre Holdings, focusing on the production of various technical components for the automotive industry such as brakes, mufflers, etc. In 1978, the company established a new plant in Hosur to manufacture mopeds as part of its new division, which would later evolve into the TVS Motor Company we know today.
The Suzuki Partnership
The TVS 50, India’s first two-seater moped, was launched in 1980. Soon after, a technical partnership was formed with the Japanese manufacturer Suzuki, leading to the establishment of a joint venture in 1982. Sundaram Clayton then began producing numerous engines for Suzuki from 1982 to 1986, the year when the joint venture acquired Sundaram’s 2-wheeler division. This marked the formation of TVS Suzuki Ltd.
The long-term relationship between the two brands allowed TVS to gain experience and expertise in motorcycle and scooter manufacturing, developing numerous models under license for the Indian market. In 2001, TVS and Suzuki parted ways. The Indian manufacturer lost the right to produce under the Suzuki name and officially became TVS Motor.
The company maintains its momentum, developing a wide range of small-displacement machines at a phenomenal pace, steadily increasing its significance over a decade.
In the early 2010s, TVS Motor capitalized on its success by forging a significant partnership, this time with BMW Motorrad. The Indian manufacturer was tasked with developing mid-size motorcycles for the German brand. It didn’t take long for the partnership to bear fruit, as the G 310 R was unveiled just two years later, in the fall of 2015, and then launched in the following spring. The partnership continued with the introduction of the G 310 GS. However, the sportier variant, the G 310 RR, derived from the Apache 310 RR, was delayed and finally arrived in India in the summer of 2022 but did not make it to Europe.
Becoming a major player in the motorized two-wheeler industry, TVS Motor Company surprised many observers by acquiring Norton Motorcycles in spring 2020. Despite concerns over the financial troubles of the historic British brand, TVS made significant investments to revive the company. They corrected issues with existing productions, opened a new, more suitable factory, and redefined a high-end strategy. Norton underwent a transformation, aiming for a more premium positioning.
New Horizons
Building on their collaboration with BMW Motorrad, which saw the production of over 150,000 units of the 300 series by fall 2023, TVS Motor Company extends its agreements to produce the urban electric two-wheeler CE-02, launched in early 2024.
It’s also a pivotal year for TVS Motor because while the Indian giant operates in 80 countries worldwide, it has not yet ventured into European markets. However, in 2024, with the support of the Emil Frey Group, TVS Motor takes on the challenge of distribution in the Old Continent.
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