TVS Motor launches Built To Order platform

Under the BTO platform, the customer can customise the product

TVS Motor Company has launched the ‘Built To Order’ (BTO) platform marking its foray into the factory customisation and personalisation platform.

The new business vertical, the TVS BTO platform will empower customers to customise and personalise their vehicles when making a purchase which will be built directly at the factory as per their requirement(s).

TVS ‘Built To Order’ platform will debut with TVS Motor Company’s flagship motorcycle, the TVS Apache RR 310. Customers can select pre-set kits, graphic options, rim colour options and personalised race numbers. The kits, namely, Dynamic and Race, offer an array of features that further accentuate performance and styling as per customers' usage and needs. This platform will be introduced across other product portfolios from the stable of TVS Motor Company in a phased manner.

Meghashyam Dighole, Head - (Marketing) Premium Motorcycles, TVS Motor Company, said, “We are delighted to announce the launch of the new business vertical, the TVS ‘Built To Order’ (BTO), our first factory Customise-Personalise platform. Each customer has a unique riding style and expression. This platform empowers our customers to customise and personalise their machines as per their requirements.

“Making its foray with the super-premium TVS Apache RR 310 BTO, vehicles will be customised and built directly at the factory. Additionally, to celebrate four decades of racing pedigree, TVS Motor is offering a special ‘Race Replica’ graphic inspired by the TVS Racing OMC race machines for the enthusiasts," he added.

Customers will be given options to select from an array of two pre-defined kits, namely, Dynamic kit and Race kit, to cater to their needs. The Dynamic kit includes fully adjustable front and rear suspension that offers multi-level adjustment of preload, rebound and compression damping. This allows the customers to adjust the suspension as per their riding style or given road conditions.

On the other hand, the Race kit includes race ergonomics that caters to race enthusiasts who like to burn rubber on the tracks. This kit consists of a more aggressive and tucked in handlebar; rear set raised footrest, and knurled footpegs, that allows for a higher lean angle on the corners and better straight-line stability. This kit also comes with an anti-rust brass coated drive chain to accentuate the style of the motorcycle.

To place an order on the TVS ‘Built To Order’ platform, customers can download the TVS ARIVE app or visit the web configurator, which will allow them to configure their motorcycle. Customers get to choose between performance kits, colour options, and black or red alloy wheels for the Titanium Black colour. They also get the option to personalise their race machine with a unique race number, available as a graphic on the visor. In addition to this, TVS Motor Company is offering a special ‘Race Replica’ graphic inspired by the TVS Racing OMC race machines.

Once the customisation is complete, the total ex-showroom cost of the motorcycle will be updated simultaneously. After paying for the booking amount online, customers can select the nearest premium dealership for the delivery of their motorcycle. Customers can also track their orders across various stages on the TVS ARIVE app or the web configurator. The app can be downloaded on Google Play Store and Apple App Store for iOS.