TVS joins hands with Emil Frey to enter Europe

TVS Motor Co., India’s leading manufacturer of two- and three-wheelers, on Thursday announced its entry into Europe by signing an agreement with Zurich-based Emil Frey, a 100-year-old enterprise operating in automotive distribution.

France is the first European country for the launch, where an entire suite of TVS Motor products including ICE and EV models will be made available starting January 2024, TVS Motor said in a statement. 

TVS Motor will offer European customers “a diverse range of high-performance and technologically advanced two-wheelers” through the partnership, the company said. Among the products that will go on sale in Europe will be TVS Jupiter 125, TVS NTORQ, TVS Raider, TVS iQube S, TVS X, TVS Ronin, TVS Apache RR 310, and TVS Apache RTR 310. 

Emil Frey is among the largest automobile importers and retailers in Europe, serving many leading automotive brands across the region. As part of this partnership, Emil Frey group entities will take charge of the distribution of TVS products, tapping their sales, marketing, and service networks.

“TVS’s focus on providing cutting-edge and pioneering solutions, combined with Emil Frey’s deep ability to understand local customers and their evolving needs has helped create a unique DNA for this partnership, which will form a strong foundation for TVS Motor’s expansion in Europe,” the Chennai-headquartered company said. 

Sudarshan Venu, managing director at TVS Motor, 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 organizations, 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,” Venu added. 

“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,” Lorenz Frey-Hilti, director, Emil Frey, said. 

“I am very proud that TVS Motor 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,” Frey-Hilti added. 

Last month, TVS Motor reported its highest-ever monthly sales of 434,714 units, a 21% jump against 360,288 units a year ago.  

Demand for its EVs soared in October as it sold 20,153 units of the TVS iQube Electric against sales of 8,103 units in the same month last year.

The company’s total exports registered a growth of 6% with sales increasing from 82,816 units in October 2022 to 87,952 units in October 2023. 

Two-wheeler exports registered a growth of 10% with sales increasing from 68,696 units in October 2022 to 75,653 units in October 2023.