The TVS Motor Company is confident that its brand ambassador, Sachin Tendulkar, will return to form soon and deliver as he had done with the launch of its bestseller bike ‘Victor’. The contract with the youth icon was on for some more time, a company spokesperson said.
Speaking at the launch of three offerings – StaR City, Victor Edge, and Scooty Pep+ – at Chennai, Prasad Narasimhan, Vice-President, Marketing, TVS Motor Company, said, “We know how he is preparing to come back. He has at least three to four years of good cricket left. Even now, he is one of the biggest aspirational youth icons in the country. Sachin is a person who helped build the brand ‘Victor’. We know he’s going to come back very soon.”
The company plans to launch a bike in the 150cc to 180cc category some time end-2005 or early 2006.
“We are in the top three right now. Our aim is to become the number two. We need to play in all markets in all the segments to reach our volume targets,” said R Dilip, Vice-President, Sales, TVS Motor Company.
The company’s game plan is to strengthen its existing brands and create a platform for new brands. The brand StaR, launched a year ago, is said to have achieved its target of 33,000 sales per month and growing month-on-month. The new variant is expected to cater to city markets. “We believe it will be the superstar within our portfolio,” said Narasimhan.
Scooty Pep+ is another product that the company is betting on, with only 2 per cent of Indian women taking to the roads by themselves. The objective of the new features in the variant is to make it easier for women to start riding their own two-wheelers.
The ‘Victor’ became a Rs 1,500-crore brand within a year of its launch (four years ago). Its variant, Victor EDGE, will be positioned as the best bike to navigate city traffic on, with a ‘dramatic new positioning’ of ‘Traffic Cutter’. The company is considering the use of a disclaimer in its TVC to promote the Victor EDGE, as the commercial shows the rider zipping through city traffic – comfortably.
The company hopes to sell 1.4 million motorcycles this year buoyed by the current launches and the ‘slew of launches’ to follow.