TVS Motor Co announces expansion plans for South Africa

Chennai-based TVS Motor Company said it has signed a distribution partnership with ETG Logistics, part of a prominent South African business group present in over 70 countries across Africa, South East Asia, the Indian Sub-Continent, Latin America and the Middle East.

ETGL will operate 30 dealerships for TVS Motor Company in South Africa as part of this partnership, the Indian two- and three-wheeler maker said.

The South African company will also provide dedicated sales, service, spares and customer relationship management (CRM) services for TVS Motor Co, including the assembly set-up and training centre in Johannesburg.

R Dilip, who heads TVS Motor Co’s international business, said the deal will help his company “expand its presence in South Africa”.

“ETGL comes with rich experience, deep understanding and vast knowledge of the market,” he said, adding that South Africa is an important market for TVS.

“ETGL’s extensive distribution network, along with our shared ethos and values, makes them the ideal strategic partner.

“This association with ETGL is a significant step towards expanding TVS Motor Company’s market presence in Southern Africa, driving innovation through best-in-class products and setting a customer experience benchmark,” he added.

Though it started out with somewhat underpowered mopeds catering to the rural market, TVS Motor has gradually moved up the value chain in the last 25 years or so, and today has a presence in the mass premium, commuter and scooter markets as well.

Along with Bajaj Auto, the company is one of the really few Indian manufacturing brands that has built for itself a brand outside India, and has managed to raise the share of international revenue to about half of its total in recent years.

Meanwhile, Rajeev Saxena, Director of ETGL, said the partnership improve the range of mobility solutions in South Africa.

“The technology and quality prowess of TVS Motor Company combined with our strong understanding of the market will definitely create an impact in mobility space in South Africa,” he said.

Under the partnership. TVS Motor Co will sell models such as TVS Apache, TVS HLX, TVS NTORQ 125 and TVS Duramax Cargo in South Africa.

TVS Apache will be targeted at the somewhat aspirational buyer, while TVS HLX, which has been a hit in many overseas markets, will target the mass, commuter and commercial delivery markets.

TVS NTORQ 125 is a scooter targeting the new generation, while three-wheeler Duramax Cargo is a light commercial vehicle.