TVS targets true-blue bikers with ‘Built To Order’ platform

L-R: R Babu, VP & Head of R&D, TVS Motor Co and Meghashyam Dighole, Head – (Marketing) Premium Motorcycles, TVS Motor Co.

TVS Motor Company today launched its ‘Built To Order’ (BTO) platform, marking its foray into the factory customisation and personalisation segment. The new business vertical will empower the customers to customise and personalise their vehicles when making a purchase, which will be built directly at the factory as per their requirement(s).

The TVS ‘Built To Order’ platform will debut with its flagship motorcycle, TVS Apache RR 310 and will be introduced across other products in a phased manner.

Customers can select pre-set kits, graphic options, rim colour options, and personalised race numbers. The kits – Dynamic and Race – offer an array of features that further accentuate performance and styling as per customers’ usage and needs.

The Dynamic kit includes fully adjustable front and rear suspension that offers multi-level adjustment of preload, rebound and compression damping, enabling users to adjust the suspension as per their riding style or road conditions.

The Race kit includes race ergonomics that caters to race enthusiasts and consists of a more aggressive and tucked-in handlebar; rear set raised footrest, and knurled footpegs, that allows for a higher lean angle on the corners and better straight-line stability.

Commenting on the launch,  Meghashyam Dighole, Head – (Marketing) Premium Motorcycles, TVS Motor Company, said, “The TVS ‘Built To Order’ is our first factory customise-personalise platform. Each customer has a unique riding style and expression. This platform empowers our customers to customise and personalise their machines as per their requirements.”

He added, “Making its foray with the super-premium TVS Apache RR 310 BTO, vehicles will be customised and built directly at the factory. Additionally, to celebrate four decades of racing pedigree, TVS Motor is offering a special ‘Race Replica’ graphic inspired by the TVS Racing OMC race machines for the enthusiasts.”

How to go about it
To place an order on the TVS ‘Built To Order’ platform, customers can download the TVS ARIVE app or visit the web configurator, which will allow them to configure their motorcycle. There is a choice of performance kits, colour options, and black or red alloy wheels for the Titanium Black colour. They also get the option to personalise their race machine with a unique race number, available as a graphic on the visor. In addition to this, TVS Motor Company is offering a special ‘Race Replica’ graphic inspired by the TVS Racing OMC race machines.

Once the customisation is complete, the total ex-showroom cost of the motorcycle will be updated simultaneously. After paying for the booking amount online, customers can select the nearest premium dealership for the delivery of their motorcycle. They can also track their orders across various stages on the TVS ARIVE app or the web configurator. The app can be downloaded on Google Playstore and Apple App Store for iOS.