TVS Motor Company has announced a major milestone for its flagship performance motorcycle brand, TVS Apache, which has surpassed 7 million customers across global markets. To commemorate the achievement, the company has also launched its new brand campaign, ‘Tu Race Laga’, celebrating the spirit of performance and the racing DNA that has defined the Apache brand for the past two decades.
Introduced in 2005, TVS Apache was developed on the company’s “Track to Road” philosophy, bringing technologies and engineering expertise from TVS Racing into production motorcycles. Drawing on more than four decades of motorsport experience, the Apache range has consistently introduced advanced features that have enhanced riding performance, safety and overall customer experience.
Over the years, the brand has pioneered several segment-leading technologies, including roto-petal disc brakes, electronic fuel injection, dual-channel ABS, multiple riding modes, TVS SmartXonnect connectivity, Glide Through Technology, factory customisation through the Built-To-Order platform, keyless ride functionality, traction control and dynamic stability systems. These innovations have helped establish TVS Apache as one of the fastest-growing premium motorcycle brands in the global performance segment.
Today, TVS Apache motorcycles are sold in over 90 countries and are supported by a vibrant community of more than 500,000 registered riders. The community actively participates in riding expeditions, track experiences, training programmes and engagement initiatives that strengthen the bond between the brand and its customers.
Marking the occasion, TVS Motor Company has released its latest campaign film, ‘Tu Race Laga’, directed by National Award-winning filmmaker Ram Madhvani. Inspired by the brand’s “Track to Road” philosophy, the campaign highlights the thrill, precision and confidence associated with performance riding while paying tribute to millions of Apache owners worldwide.
Commenting on the milestone, Gaurav Gupta, President, India Two-Wheeler Business, TVS Motor Company, said the achievement reflects the trust and loyalty of millions of riders who have supported the brand over the past 20 years. He noted that TVS Motor will continue investing in product innovation, advanced performance technologies and stronger engagement with the global riding community.
Vimal Sumbly, Head Business – Premium, TVS Motor Company, said TVS Apache has evolved from a performance motorcycle into a global brand that inspires riders to embrace the thrill of motorcycling. He added that the new campaign celebrates the brand’s journey while reaffirming its commitment to delivering race-derived technologies and memorable riding experiences to customers around the world.
Part of the TVS VENU group, TVS Motor Company is among the world’s leading two and three-wheeler manufacturers, with manufacturing facilities in India and Indonesia. Backed by a century-old legacy, the company continues to focus on sustainable mobility, advanced manufacturing practices, and delivering high-quality products to customers globally.
