TVS Apache RR310 sales at just half the expectation

TVS Apache RR310 Sales Figures Much Below Company’s Projection

TVS Motors aimed to sell 10,000 units of its flagship motorcycle – the Apache RR310, which was launched last in 2017. A year down the line, the Hosur-based two wheeler giant has managed to sell only about 5,000 units of the Apache RR310, which is just half the original target. TVS Motors is saying that it’s happy with the sales of the Apache 310 though. Here’s an official statement to MoneyControl on the same.

The launch of TVS Apache RR 310 is our first foray into super premium category. It is the most advanced and  exclusive offering in our product portfolio as it is a manifestation of 35 years of learnings from the race track,  coupled with cutting-edge technology. The bike was available in 50 dealerships across 40 cities in India at the time  of launch. Over the past year, we have expanded our reach to 60 dealerships across 46 cities. In 2019, we will  consolidate our presence in the country by expanding our network and grow the brand further. TVS XL100 is a multi-utility vehicle, which caters to the mass market. TVS Apache RR 310 belongs to a niche market and the two products  are designed to meet specific requirements of different set of customers. We are happy with the response we are  receiving from our customers for both our products.

TVS Motors makes the Apache RR 310 and the BMW small capacity motorcycles – the G 310R and the G 310GS – in the same factory at Hosur. While the BMW 310cc motorcycles are mainly exported to countries around the world, with a small number being allotted to India, the Apache RR310 is sold mainly in the Indian market. In the coming months, exports of the Apache RR 310 are likely to be expanded as TVS Motors has significant presence in South East Asia and Latin America.

In India, BMW Motorrad sold about 2,200 motorcycles last year, and of this, 75 % of the sales came from the recently  launched G 310R and G 310GS motorcycles. Effectively, BMW Motorrad has sold around 300 units of the G 310R and G 310 GS, motorcycles on an average each month. The Apache RR 310 managed about 400 odd units.

Although both BMW motorcycles share most parts with the Apache RR 310, they are priced much higher than the Apache RR 310, which retails at Rs. 2.05 lakhs, ex-showroom Delhi. The BMW G 310R starts at Rs. 3 lakhs, and the G 310GS at Rs. 3.5 lakhs. BMW Motorrad has much fewer dealerships across India compared to TVS Motors.

So, sales of the BMW G 310R and G 310GS have been quite good in the initial 6 months of launch. It remains to be seen if the BMW small capacity motorcycles manage to retain sales momentum in future as sustaining good volumes is a lot more difficult than getting a initial burst of sales due to the novelty factor.

The TVS Apache RR 310, the BMW G 310R and the G 310GS share the 311cc, reverse inclined four stroke engine with 34 Bhp and 28 Nm on tap. 6 speed gearboxes are also standard on all three motorcycles, which also get upside down front forks, a monoshock rear suspension and dual channel ABS as standard features. Styling, suspension tuning and ergonomics are different on all three motorcycles though.