TVS Motor Company has crossed the milestone of 7 million TVS Apache customers worldwide, marking two decades of its performance motorcycle brand while unveiling a new brand campaign film titled ‘Tu Race Laga’.
Launched in 2005, TVS Apache has grown into one of the world’s fastest-growing performance motorcycle brands, with a presence across 90 countries. The company said the brand continues to be built around its “Track to Road” philosophy, leveraging technology and learnings from TVS Racing to deliver performance-oriented motorcycles.
Brand strengthens global presence
TVS Motor said the TVS Apache portfolio has evolved over the years with several segment-first technologies, including roto-petal disc brakes, fuel injection, dual-channel ABS, multiple ride modes, TVS SmartXonnect, Glide Through Technology, a Built-To-Order customisation platform, keyless ride system, traction control and dynamic stability systems.
The company added that TVS Apache has also built a strong rider community with more than 500,000 registered members who participate in curated rides, track experiences and brand engagement programmes.
New campaign celebrates racing spirit
To commemorate the 7 million customer milestone, TVS Motor launched its new campaign film, ‘Tu Race Laga’, directed by National Award-winning filmmaker Ram Madhvani.
The company said the campaign is inspired by the TVS Apache “Track to Road” philosophy and captures the excitement, precision and adrenaline associated with racing.
Company thanks riders
TVS Motor Company President, India 2W Business Gaurav Gupta said, “We thank the 7 million TVS Apache riders for their trust and passion over the past two decades. From racing roots to a global performance brand, this milestone reflects the dedication of the entire TVS Motor ecosystem.”
He added, “We will continue to push the boundaries of performance motorcycling through purposeful innovation, global expansion, and strong riders communities.”
Focus on innovation
TVS Motor Company Head Business – Premium Vimal Sumbly 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.”
He added, “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 launch of ‘Tu Race Laga’ is a tribute to this journey and to every rider who chooses to push boundaries, embrace progress, and carry the racing spirit into everyday life.”
TVS Motor said it remains focused on expanding the TVS Apache brand through race-derived technology, product innovation and enhanced rider experiences across global markets.