xBhp|June - July 2020

Head (Marketing), Premium Motorcycles, TVS Motor Company

xBhp: What was the idea behind the inception of the TVS Apache series of motorcycles?

Mr Meghashyam Dighole: Up until 2005, there were very few products available in the premium motorcycle segment in India, which therefore presented itself as an excellent opportunity for TVS Motor Company to explore as a market. The Apache brand was designed and engineered to cater to the young audience that was on the lookout for a motorcycle which was aggressive and sporty looking, with class-leading performance. The first Apache 150 cc launched towards the end of 2005, was a race-inspired sleek machine, characterised by unique engine features, innovative design, international looks, advanced engineering and technical excellence offering an exhilarating combination of sporty performance and exceptional ride comfort in highways and city roads.

The platform of Apache motorcycles after that has continued to showcase the company’s technological prowess, using years of experience and racing pedigree. As the premium segment was a big emerging market in India back then and continues to grow exponentially, it, therefore, offers a tremendous value to us. It caters to the aspirational customer and is a brand that provides value for money products, delighting customers with the best technology and performance.

xBhp: Can you tell us about the approach when it comes to TVS Motor Company’s development process of performance division i.e. Apache?

Mr Meghashyam Dighole: We share a common R&D with TVS Racing. This helps us to get inputs for product development in terms of highest performance and reliability. Since TVS Motor Company stands by its promise of delivering more to customers than their expectations, and further enhancing customer delight, their feedback plays a key role in development and planning. We have the most widespread customer connect programs – engagement and experience programs in the form of Apache Performance Pro (APP), Apache Owners Group (AOG), and Apache Riding Experience (ARE) – with which we are always in touch with our customers. This helps us in getting enough and more customer feedback and inputs. We also meet with our customers from time to time and interact with them one-on-one to understand their challenges and their expectations from the brand Apache.

All these are critical inputs that go into product development and helps us churn out newer features, technology and products regularly.

xBhp: Can you elaborate a little on the process involved in the development of the Apache motorcycles and what part does TVS Racing play in the same?


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June - July 2020