For long, two-wheelers in India have been the epitome of functionality and the ideal mode of transport for the cost-conscious Indian. So much so that when two-wheeler sales tank, like they did after the second wave of Covid, the economy had shuddered, take it as a sign that the rural economy, and by extension the mass market, was suffering.
It may not be true for long.
India’s two-wheeler market is going premium with a vengeance. Even while almost the entire automobile sector is suffering slow sales for nearly four years now, it seems like the premium and lifestyle segment of bikes has already recovered.
Automakers are sitting up and taking note.
Homegrown two-wheeler brand TVS that made its name primarily with value-conscious commuter bikes like Apache, launched what it called India’s first ‘modern-retro’ bike on Wednesday evening. The bike is the southern brand’s first foray into premium lifestyle segment.
The bike, first displayed under the name ‘Zeppelin’ at the Delhi Auto Expo but was delayed due to Covid, retails this month onward under the name ‘Ronin’, a 225cc model starting Rs 1.49 lakh.
TVS isn’t the only one. The company that pioneered the biking lifestyle in the country, Royal Enfield, is expected to come out with its Hunter 350 model later this month. Suzuki also launched its premium lifestyle model Katana just a few days ago, though this imported model is priced way higher at Rs 13 lakh plus.
The palpable interest in premium bikes is due to substantial customer interest in grading up, and a whole bike riding ecosystem spawning up across the country, with biking clubs, riding expeditions and a flourishing merchandising market.
In fact, premium bike segment sold more than 10,000 models in the first six months of this year — matching pre-Covid trends.
“Motorcycling is changing…from a functional purpose to to enabling self-expression, freedom and the willingness to explore,” said Vimal Sumbly, head of business (premium) at TVS Motors. “This is thereby transforming the premiumisation into a personalisation, creating a trend in the two-wheeler segment.”
Other brands introducing more premium lifestyle bikes include Kawasaki, Honda and Triumph.
