TVS Motor Company has achieved a major milestone for its performance motorcycle brand, TVS Apache, crossing 7 million customers globally. To mark the occasion, the company has also launched a new brand campaign titled ‘Tu Race Laga’, celebrating Apache’s racing DNA and two-decade journey.
Launched in 2005, the TVS Apache range has always followed the brand’s ‘Track to Road’ philosophy, bringing technology and engineering developed through TVS Racing into production motorcycles.
Over the years, the Apache lineup has grown into one of the world’s fastest-growing performance motorcycle brands, with a presence in over 90 countries.
TVS says the Apache has introduced several segment-first features over the years, including:
These innovations have helped the Apache establish itself as a technology-focused performance motorcycle brand.
TVS says the Apache community now has over 5 lakh registered riders, who regularly participate in group rides, track events and brand experiences.
The company believes this strong rider community has played a key role in helping the Apache reach the 7-million sales milestone.
To celebrate the milestone, TVS has unveiled its latest campaign film, ‘Tu Race Laga’, directed by National Award-winning filmmaker Ram Madhvani.
The campaign highlights the thrill of riding and reflects the Apache’s racing heritage, encouraging riders to embrace the spirit of performance in everyday life.
The Apache range currently spans three segments:
Also read: https://fly-wheel.com/bugatti-w16-mistral-blanc-eternal-unveiled-as-a-one-off-tribute-to-the-w16-era/
Seven million riders is a significant milestone for any motorcycle brand, and for TVS Apache, it reflects two decades of consistent evolution. While the ‘Tu Race Laga’ campaign celebrates the brand’s racing heritage, the bigger story is how Apache has grown from a single performance motorcycle into one of India’s most recognisable global biking brands.
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