BMW Motorrad is known to produce big and powerful motorcycles, which offer splendid performance and superior riding dynamics. However despite BMW’s bikes being one of the best, the company has failed to capture much market share in India. BMW recently brought in its Husqvarna range of off-road machines and has alot to offer to enthusiasts. The reason why BMW Motorrad hasn’t been able to taste success in the Indian market could be its distribution approach. Currently all BMW motorcycles are priced very high as they are brought in as CBUs and sold through importers.
However, other big motorcycle manufacturers like Harley Davidson, Ducati and Triumph are launching bikes which are suited for the Indian market. These bike manufacturers are also looking at reducing prices by dumping the CBU route for the cheaper CKD route. Local assembly has various advantages, including cheaper spares and BMW Motorrad too needs to consider this alternative. But they will need a partner to do that and who better than TVS Motor. Cecil Dewars (Senior VP, Corporate Communications, TVS) has confirmed that talks are on with BMW Motorrad for a possible alliance.
Details about the possible joint venture between TVS and BMW Motorrad are still sketchy but there are loads of possibilities if both the companies come together. BMW has expertise in high end motorcycles, while TVS is very good with low cost commuters. TVS could help BMW in assembling their motorcycles locally and could also pitch in to distribute the German automakers bikes. BMW could in-turn help TVS develop a scorcher of a 250cc motorcycle along with sharing technology with the Hosur based company.
A BMW S1000RR for Rs. 12 lakhs and a BMW inspired TVS Apache 250 with V-twin motor and close to 30 BHP of power cannot be ruled out in the future. TVS could bounce back very quickly if they are able to form an alliance with the BMW Motorrad, which will in-turn help them to fight back their recently lost fourth position to Honda in the Indian motorcycle market.
Source – Autocar India