There is something cinematic about a motorcycle. It isn't just the sound of the engine or the blur of the landscape moving past. It is the idea that every ride, however ordinary, holds the possibility of becoming a story—a sunrise chase, an unplanned detour, or a friendship forged over miles of open road. Over time, the machine becomes more than metal and mechanics; it becomes part of a life lived in motion.
Perhaps that is why the most enduring motorcycle brands aren't built merely on horsepower, but on communities and a shared passion for the road.
It is this philosophy that Vimal Sumbly, Head Business - Premium, TVS Motor Company, believes has fuelled the 20-year journey of Apache, and led to the milestone of seven million global customers for the brand. "Apache is built on a ‘From Track to Road’ concept. We say it is built by racers, for racers," he states.
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Since 2005, Apache has evolved from a single 150cc motorcycle into a diverse family of bikes—roadsters, naked sports bikes, supersport bikes and the RTX Rally Tourer Extreme, while expanding its footprint across global markets.
Yet, Sumbly believes today's customers are seeking something beyond the premium product; they want experiences. Highlighting how the brand has built its growth strategy around this insight, he says, “We have the Apache Racing Experience, which we took to Columbia and Nepal last year. Second is APP, which is about performance, where we tell people what they can do with the machine. Third, we have chapter rides across the world. And the fourth pillar is building a motorcycle festival in Goa, and partnering with Rann of Kutch in Gujarat.”
Perhaps the strongest expression of the brand lies in its rider community. With over five lakh registered members, Apache has chosen not to rely on celebrity endorsements. "Most of our social media content is user-generated. We have never used any brand ambassador. Every consumer who puts a leg on an Apache is a brand ambassador," Sumbly reveals.
It is this spirit of community, and the passion for racing, that shines through in TVS Apache’s new campaign ‘Tu Race Laga’. “It represents an Apache consumer who always wants something different. The campaign advises whether it is in life, or on track, India, tu race laga,” Sumbly concludes.
