TVS unveils new bike

TVS Motor Company on Monday unveiled a new 150cc motorcycle, Apache. The launch aims to supplement the company's product basket in the premium segment and portray an image that would appeal to younger customers.

The Apache has been priced at Rs 52,498 (ex-showroom, Chennai) and its national rollout will take place early next year. The company invested about Rs 15 crore in Apache, primarily in tooling and development.

TVS Motor's chairman and managing director, Venu Srinivasan, said the Apache represents the new spirit of the company "� young, vibrant, and aggressive.

He added that the production capacity for Apache would be scaled up from the present level of 15,000 units a month to 25,000 units a month in a few months.

At the present ex-showroom price, Apache is marginally less expensive (for similar features) than the 150cc motorcycle offered by Hero Honda, Bajaj Auto and Honda Motorcycle and Scooter. TVS Motor currently sells another 150cc motorcycle, Fiero.

Company officials said Fiero would continue to be sold as its demand is about 2,000 units a month.

The 150 cc motorcycle is part of the premium segment of the market. Prasad Narasimhan, vice-president (marketing), said that premium segment made up a little over 10 per cent of the total motorcycle market.