TVS Motor’s Apache Brand Revs Past 7 Million Global Riders, Fuels Future Growth with “Tu Race Laga”
TVS Motor Company has achieved a significant milestone as its flagship performance motorcycle brand, TVS Apache, has crossed 7 million customers worldwide. The achievement highlights the brand’s strong presence in the premium motorcycle segment and reflects its steady growth since its launch more than two decades ago.
Introduced in 2005, the TVS Apache series has evolved into one of the company’s most successful motorcycle brands. Built around the philosophy of bringing racing technology to everyday riders, Apache has earned a loyal customer base in India and international markets.
A Journey Built on Racing Heritage
TVS Apache was developed by leveraging the experience of TVS Racing, which has over four decades of motorsport expertise. The brand’s “Track to Road” philosophy focuses on transferring racing-inspired technology into production motorcycles, offering performance, handling, and advanced features for everyday use.
Over the years, this approach has helped Apache establish itself as a popular choice among motorcycle enthusiasts seeking a blend of performance and practicality.
Strong Community of Riders
Beyond motorcycle sales, TVS Apache has built one of the largest riding communities in India. The Apache Owners Group now has more than 500,000 registered members, bringing together riders through events, rides, and community activities.
This active community has played an important role in strengthening customer engagement and enhancing the brand’s visibility among performance motorcycle enthusiasts.
Continuous Product Innovation
The success of the Apache brand has also been supported by regular product upgrades and the introduction of new technologies.
Some of the notable innovations introduced across the Apache lineup include:
- Dual-channel ABS
- Multiple riding modes
- TVS SmartXonnect connected technology
- Advanced rider-assistance features
- Built-To-Order (BTO) customization options
These features have helped the brand remain competitive in the fast-growing premium motorcycle segment while attracting customers in both domestic and international markets.
Presence Across 90 Countries
TVS Apache has expanded well beyond India and is now available in over 90 countries. The growing international footprint reflects the company’s efforts to strengthen its global presence and cater to rising demand for performance motorcycles in overseas markets.
The expansion also demonstrates the increasing acceptance of Indian motorcycle brands on the global stage.
New Campaign Celebrates the Milestone
To celebrate crossing the 7 million customer mark, TVS Apache has launched a new brand campaign titled “Tu Race Laga.” The campaign has been directed by National Award-winning filmmaker Ram Madhvani and aims to inspire the next generation of riders while reinforcing the brand’s performance-focused identity.
Commenting on the milestone, Gaurav Gupta, President – India Two-Wheeler Business at TVS Motor Company, thanked customers for their continued trust and support. He stated that the company will continue investing in innovation, expanding globally, and strengthening its rider community.