TVS Motor Company is shifting gears with how they want to be perceived. Speaking to Fortune India in the sidelines of the fifth edition of TVS MotoSoul in Goa, Vimal Sumbly, Business Head Premium and Head Premium Marketing, TVS Motor Company, said that the two-wheeler maker wants to be seen as a lifestyle ecosystem and go beyond being just a motorcycle manufacturer.

Over the past five years, TVS says it has observed a meaningful behavioural change among participants attending MotoSoul and those engaging with its Apache Owners Group (AOG). AOG was a forum to showcase motorcycle capability, which gradually has become a global hub for engagement. “We are very happy to have it (AOG) in Latin America and Asia, but we didn't have any platform to bring them together in one place. So we kind of created this property, which is called MotoSoul, where all our customers can come together and leave as a TVS riding community,” says Sumbly.

One of the most noticeable changes, according to Sumbly, is how riders engage with events. Five years ago, many attendees came primarily to see products and performances, but now most of the participants are actively taking part in riding academies, stunt workshops, motorsport modules and brand zones rather than simply spectating. The shift, he believes, signals deeper brand ownership rather than transactional purchase behaviour.

Unlike traditional auto events, the festival positions itself more as a cultural gathering around motorcycling. This year TVS partnered with the Federation of Motor Sports Clubs of India (FMSCI), which has resulted in providing opportunities for the customers to participate in motorsport events. “This year, if 100 consumers are walking in, 85% of them are now getting into each activity which they otherwise would have not done,” says Sumbly.

TVS enjoys being in the top three in terms of market share and has risen to 17.50% this year in November as compared to 16.10% last year, as per data from the Federation of Automobile Dealers Associations (Fada). According to the Q2 results, the company’s motorcycle sales grew by 20%, registering 6.73 lakh units in the quarter ended September 2025 as against 5.61 lakh units in the quarter ended September 2024. 

As per data received from the company, the premium motorcycle segment (150cc–200cc) has grown at a 12% CAGR over the last three years. In comparison, the Apache RTR range has expanded at a faster 19% CAGR during the same period. Its billing market share has steadily risen over the last three years: 24.3%, 27.5%, and 31.9%, respectively.

Meanwhile, as per their latest blog, the Apache brand has sold 6 million units globally since its inception. The Apache brand, marking its 20th year, remains central to TVS’ premium positioning. In a competitive segment crowded by both domestic and global manufacturers, TVS continues to lean heavily on a racing-first narrative. “We started APP, which is Apache Pro Performance, in small, small cities to bring motorsports at one level.  Then we started for our consumers the AREGP Grand Prix, which is the Apache Owners' Group Grand Prix Cup, and are opening new chapters in four more countries outside India.” 

The company’s strategy has been to introduce race-derived features typically seen on higher-displacement motorcycles, such as stability control, winglets and transparent clutch covers, into accessible price points. While using the racing-first narrative, they are pivoting focus to safety as well. TVS already has collaborations with Alpinestars, an Italian motorsports safety equipment manufacturer which has been involved in Formula 1, NASCAR, and MotoGP, just to name a few. This year they announced a partnership with MT Helmets and demonstrated the Aegis Rider Vision Helmet, which incorporates AR-enabled heads-up display technology. 

Customisation is another area of interest, and TVS boasts that it is the first company to start built-to-order, which is a part of a customisation project. The company aims to offer factory-level personalisation without compromising regulatory standards. “We are the first OEM to tell a customer that if you want something special, I will give it to you. You may have to pay a little delta money, but I will give you something which is factory fitted,” Sumbly says. 

The broader context shaping TVS’ decisions is the shift from motorcycling as a mode of transport to motorcycling as a lifestyle expression. Adventure, track, modern retro, or roadster are beginning to dictate choices more than cubic capacity or mileage considerations. Social media has amplified this trend, with rider-generated content now forming part of the brand narrative.

While the market is witnessing rising interest in higher-displacement motorcycles, TVS is cautious about entering the 600cc space under its own name for now, as its existing association with Norton caters to that segment. TVS Motor Company had announced the acquisition of Norton in 2020 and is set to launch its first set of motorcycles by mid-2026. Co-Chairman Sudarshan Venu, at EICMA 2025, shared with PTI that the four-cylinder Manx range will be manufactured at Norton's UK facility at Solihull, while the Atlas will be produced at TVS's Hosur facility in India.

As MotoSoul demonstrates, the company’s strategy is increasingly built around belonging rather than ownership, a direction which, according to Sumbly, is likely to define India’s premium riding landscape in the coming years.