TVS Motors announces European arrival for 2024

TVS Motor Company will make its European debut in 2024, following the completion of a deal with a major European distributor

The Apache RTR 310 by TVS

TVS Motor Company’s 2024 arrival in the European motorcycle market marks a significant step from the brand that had been restricted to Asia, Africa, and Latin America until now.

You could argue that TVS has been present in Europe for some time now, since it took over Norton in 2020. But, its new European distribution deal means that bikes with TVS branding will now be present in Europe for the first time starting in 2024.

TVS will begin to market both electric and combustion motorcycles in Europe from January 2024, including: TVS Jupiter 125, TVS NTORQ , TVS Raider, TVS iQube S, TVS X, TVS Ronin, TVS Apache RR 310, and TVS Apache RTR 310.

This is thanks to a new distribution deal with Emil Frey, which is a mostly obscure name if you aren’t big into GT3 car racing. 

However, away from the race track, Emil Frey is one of Europe’s larger vehicle importers and retailers, and it “will take charge of the distribution of TVS products in selected countries, utilising their sales, marketing, and service networks,” TVS says.

Full details of the deal, including which specific markets Emil Frey will market TVS bikes in, are currently not available. All we know at the moment, apart from that the deal exists, is that France will be the first territory to benefit from this new agreement.

Sudarshan Venu, Managing Director, TVS Motor Company, said: “This strategic alliance with Emil Frey is a crucial step in our global expansion strategy. Europe will be a key market for us, and through this partnership, we aim to bring our cutting-edge products closer to European customers. 

“In having a partner like Emil Frey, there is a coming together of two century old, pedigreed organisations, both driven by shared values of responsible and sustainable mobility and customer service. Together, we are excited to serve customers and two-wheeler aficionados in Europe and look forward to a successful partnership.”

Lorenz Frey-Hilti, Director of Emil Frey Group said: “We take great pride in forging a robust and loyal partnership between our two esteemed traditional companies in the mobility sector. Together, we seamlessly blend heritage with innovation. 

“I am very proud that TVS Motor Company is relying on our expertise in the European market and using our distribution network to bring their great products to customers. Our two companies complement each other perfectly and I look forward to seeing this partnership flourish.”