TVS Motors is one of the largest two-wheeler manufacturers in India today. However, the company had humble beginnings as a distributor of vehicles in the 1960s before eventually manufacturing its own models in the 1980s. Over the past few decades, TVS has grown tremendously to become a leading two-wheeler brand in India.
The Early Years
TVS was founded in 1911 by T.V. Sundaram Iyengar as a bus service in Madurai, Tamil Nadu. In 1955, Sundaram Clayton Limited was established as the parent company of TVS. In the 1960s, TVS diversified from just operating bus services to distributing and marketing automobiles. It partnered with international brands like Ashok Leyland commercial vehicles and Norton motorcycles. This helped TVS establish dealerships and service networks across India.
By the 1970s, TVS realized the potential of the two-wheeler market in India. Japanese brands like Honda had launched affordable scooters like the Activa which were becoming popular. So in 1977, TVS started distributing and marketing Suzuki motorcycles in India through Suzuki Motorcycle India Private Limited. Some of the earliest Suzuki models distributed by TVS included the Suzuki Allana scooter and Suzuki Centaur motorcycle.
Entering Manufacturing
After successfully establishing itself as a two-wheeler distributor, TVS decided to manufacture its own models. In 1984, TVS 50 motorcycle was launched which was the first motorcycle manufactured in-house. Some key milestones:
- 1982 – TVS 50 model launched
- 1986 – TVS 80 model launched
- 1987 – TVS Scooty scooter launched
- 1989 – 1 lakh TVS 50 models sold
By the late 1980s, TVS was beginning to establish itself as a key player in the scooter segment especially. The fuel efficient TVS 50 and 80 motorcycles were affordable options for middle class Indian families. The TVS Scooty became one of the most popular gearless scooters in its time.
Models and Growth in the 1990s
In 1992, TVS introduced the TVS Victor motorcycle which became the first Indian motorcycle to have an engines with 4-stroke technology. Some other key models in the 1990s included:
- 1994 – TVS Scooty Pep launched
- 1994 – TVS Super XL Heavy Duty moped launched
- 1995 – TVS XL Super launched
- 1999 – TVS XL 100 model launched
By the late 1990s, TVS Motors had gained a 15% market share in India. The company was producing around 2.5 lakh vehicles annually by 1999. Diesel motors and emphasis on fuel efficiency were driving innovation and new product development.
Key Sales Milestones in the 1990s
| Year | Milestone |
|---|---|
| 1992 | 1 million total vehicles sold |
| 1996 | 2 million total vehicles sold |
| 1998 | 3 million total vehicles sold |
Split with Suzuki
By the early 2000s, TVS Motors had gained good expertise in manufacturing two-wheelers in-house. So in 2001, the company ended its partnership with Suzuki Motor Corporation. All joint ventures between the companies came to an end. This allowed TVS to have full control over its product portfolio and manufacturing facilities.
Models Launched Post 2000
Since the early 2000s, TVS Motors has launched innovative new models across motorcycles and scooters:
- 2002 – TVS Victor GLX 125 and TVS Centra launched
- 2004 – TVS Star City motorcycle launched
- 2005 – TVS Apache and TVS Scooty Teenz launched
- 2007 – TVS Flame motorcycle launched
- 2009 – TVS Jive scooter launched
- 2010 – TVS Phoenix 125 motorcycle launched
- 2011 – TVS Star City+ launched
- 2012 – TVS Phoenix 125 now called TVS Phoenix
- 2013 – TVS Jupiter, TVS Sport and TVS Radeon launched
- 2017 – TVS Ntorq 125 scooter launched
- 2018 – TVS Radeon 110 commuter motorcycle launched
- 2019 – TVS Zeppelin cruiser concept unveiled
As the models show, TVS has launched products across segments like commuter bikes, executive bikes, premium bikes and scooters. The Apache series gave TVS presence in the popular sports bike segment. Models like the Jupiter and Ntorq 125 did well in the higher end scooter space.
Annual Sales
Here are some of the key annual sales milestones for TVS Motors since 2000:
| Year | Annual Sales |
|---|---|
| 2000 | 4 million |
| 2005 | 5 million |
| 2010 | 6.5 million |
| 2015 | 8 million |
| 2019 | 9.2 million |
As seen from the table, TVS sales grew steadily year-on-year thanks to new product launches and expanded distribution. By 2019, it was selling over 9 million vehicles annually.
Growing International Presence
TVS Motors initially focused on the domestic Indian market. But in the 2000s it started exporting vehicles to international markets like:
- Sri Lanka
- Nepal
- Bangladesh
- Algeria
- Nigeria
Exports helped the company expand sales and gain economies of scale in manufacturing. TVS also set up manufacturing plants and distribution partnerships in some markets like Indonesia. Some models were customized for overseas markets.
Electric Vehicles
With a greater global focus on electric vehicles, TVS has also expanded into this segment. Some milestones:
- 2017 – Partners with BMW Motorrad to make electric vehicles
- 2019 – Launches TVS iQube Electric scooter
- 2021 – Launches TVS iQube Electric Max scooter with 140 km range
As battery technology and charging infrastructure expands in India, TVS is gearing up to launch more electric two-wheelers.
Conclusion
From humble beginnings as a vehicle distributor in the 1960s, TVS Motors has become one of India’s leading two-wheeler manufacturers today. After gaining expertise through distribution partnerships, the company started its own manufacturing. In the 1990s and 2000s, popular models like Victor, Star City, Scooty and Apache were launched across segments. TVS Motors has grown its annual sales to over 9 million vehicles. While the focus is still on Indian markets, exports and electric vehicles are new growth drivers. With a strong brand and wide product portfolio, TVS is well positioned to keep growing in the future.