TVS to launch a new product every four months

TVS Motor Company that had lost some of its market share to some rival manufacturers in the last few years but is in no mood to back off. It plans to launch one new two-wheeler every three or four months, a new launch strategy that was revealed during the company’s AGM.

TVS which has been largely criticised for not launching two-wheelers frequently said that the long duration for a launch "is by design, not by accident." The top honcho claimed that the launch of the new products had to be postponed due to the success of various new products that was launched in last few months. TVS didn’t want the success of a product to cannibalise any of its new launches. As a result of this decision, the launch of the Scooty Zest, which was scheduled to launch in June has been postponed to August. This was due to launch of Jupiter, which was a good success and the company is not able to meet the demand. Similarly, the success of Star City has pushed Victor launch to December, while originally it was scheduled in September. The company has scheduled the launch of new Apache during the last quarter.

"Unless we master the consumer led engineering and quality we don't want to launch a product," said Venu Srinivasan, chairman and managing director, TVS Motor.

TVS is slowly but gradually increasing their product portfolio, which is important in current market conditions. I believe, the Hosur-based company is going to find it tough to become one of the top three two-wheeler manufacturers in the coming years, especially, once the products from its German partner BMW, starts rolling out from their factory.