TVS Motor Company arguably has the richest history amongst all Indian automakers as it has witnessed success in almost every area of motoring. Additionally, it has managed to become synonymous with motorsports as it has not only dominated in national championships but is now representing India on a global level - be it in the form of rallying or closed-circuit racing. However, a closer look at the brand’s recent strategy shows that TVS is now embarking on a new journey, one that focuses on communities and strives to add another feather to TVS’ hat by giving it the identity of a premium automaker. And the culmination of this approach takes shape in the form of TVS MotoSoul – a festival that brings together the lure of community riding, custom-motorbike building, food, music, artists, and establishing a common ground for different kinds of people – irrespective of whether they are motorcycle enthusiasts or not – to come together and celebrate the culture of motorcycling.
Its way is not new, to be honest, as motorcycle festivals have been a common theme across curators and even rival two-wheeler Indian automakers over the past decade. But, what is immediately apparent is the size and might of TVS as despite the 2023 MotoSoul being only the second iteration of the festival, the turnout was equivalent, if not more compared to festivals that have been taking place for years. And, the company is not letting go of any opportunity to make the most of this interest and showing the already-interested enthusiast just how big they are, especially to those who do not spend all their time around motorcyclists.
The lure comes with star-studded events like live sessions from singers like Lucky Ali, sets by DJs like Nikhil Chinappa and Nucleya where event attendees reach the stage by going through a lineup of TVS’ production motorcycle range and their collection of race bikes with historic values. And conversely, those interested in motorcycling, get to enjoy events like stunt shows, slow races, obstacle races, and dirt track races and get up close and personal with their rally and race bikes too. And that’s not it, visitors got a chance to hear professional racers like Aishwarya Pissay and Harith Noah talk about their experiences and learnings and even Just Sul was there! You get the idea, the company pulled out all the stops.
And to capitalise on all the interest, TVS went ahead and launched a custom motorcycle competition which spawned three drool-worthy builds of the Ronin and one that was made by TVS themselves, called the Ronin SCR – a scrambler take on the motorcycle. The company also launched their own intercom devices called the S10X and the S20X meant to aid riders with features like communications for grids of up to 20 devices, calls, music and navigation readouts thanks to Siri and Google Assistant integration, priced at Rs 8,499 and Rs 10,999, respectively.
Lastly, the company also showcased the flat-track version of the Ronin and shared its aim to set up a flat-track championship in the coming future. They were kind enough to let us have a go at it on an oval track and the takeaway from the experience – other than that the motorcycle is extremely capable yet friendly – is that it seemed like a product that was planned quite a while ago and is ready to be used as a competition bike.
So yes, a lot of things were happening within two days at this festival taking place in Goa. But the intent was clear – TVS Motor Company has its eyes set on establishing a community-based identity for itself and will pull out all the stops to make it a success. With this aggressive strategy, brand history and already established communities like the Apache Owner’s Group (AOG), the festival MotoSoul is only going to get bigger each year. And more importantly, one that will be looked out for by visitors of all kinds.