TVS Apache range crosses 7 million global customers

TVS Motor Company has announced that its Apache performance motorcycle brand has crossed the 7 million customer milestone globally. Alongside the achievement, the company has also unveiled a new brand campaign titled 'Tu Race Laga', which aims to reinforce the Apache brand's racing heritage and performance-focused positioning.

1. TVS Apache reaches 7 million customers globally
2. New brand campaign launched

TVS Apache milestone: What's new?

the Apache owner community has grown to more than 5 lakh registered members

TVS says the Apache brand has grown to more than 7 million customers across over 90 countries since its debut in 2005. Developed around the company's 'Track to Road' philosophy, the Apache lineup draws on technologies and learnings from TVS Racing, which has over four decades of motorsport experience.

Over the years, the Apache range has introduced several features that TVS describes as segment-first innovations, including fuel injection, ride modes, TVS SmartXonnect connectivity, traction control, keyless ride, glide-through technology, factory customisation through the Built-To-Order platform, and dynamic stability systems on select models.

The company also says the Apache owner community has grown to more than 5 lakh registered members, with organised rides, track experiences and other rider engagement programmes.

To mark the milestone, TVS has released a new campaign film titled 'Tu Race Laga', directed by National Award-winning filmmaker Ram Madhvani. According to the company, the campaign is inspired by the Apache brand's 'Track to Road' philosophy and focuses on bringing the thrill and precision of the racetrack to everyday riding.