Racing Past the
Barriers
The Success of the Apache
Motorcycle in India
Once upon a time there was a market…
Defined by the license raj
Demand outstripped supply – Consumers sometimes waited 24
months after full payment for delivery
Low product differentiation
Two-wheelers the main mode of transport for the middle class
Family transport
Italian design – but one that came in 4 decades ago
And then one day… the flood gates opened
New Investment
New Investent
Capacity multiplied
Capacity ultiplied
Technological
collaboration
Technological
collaboration
Grew hundredfold in
4 decades
Grew hundredfold in
4 decades
Liberalization
Liberalization
New wave of
consumerism
New wave of
consueris
TECHNOLOGY
FUEL EFFICIENCY
PRICING
India is now the largest and most
demanding two-wheeler market in the world
Chapter I
Market leader.
Enviable record of
successful launches,
sustained growth
and profitability
Chapter I
arket leader.
Enviable record of
successful launches,
sustained groth
and profitability
Chapter II
Slipped to No. 3, lost
competitiveness and
new launches failed
Chapter II
Slipped to No. 3, lost
copetitiveness and
ne launches failed
Chapter III
Successful
innovation and
regained leadership
by connecting with
consumers
Chapter III
Successful
innovation and
regained leadership
by connecting ith
consuers
Our Client’s Story
Chapter I – Leadership
The market leader… then
Proud of many Firsts
First light motorbike that went on to revolutionize the market
First Japanese joint venture
First to bring in state of art technology
First moped
First to use celebrity endorsement
Strong R&D
Several models launched – new price tiers, increased fuel efficiency,
comfort, lightness safety
A period of enviable growth and even more enviable profits
A good time for other competitors as well
But… things change… As they often do
Market moved from undersupply to overcapacity. Increased
competition
More R&D, more claims about more fuel efficiency
Several lack luster launches. Shorter product lifecycles
TVS ha