TVS Apache hits 7 million riders worldwide, unveils Tu Race Laga campaign

MUMBAI: After clocking millions of kilometres on roads across the world, TVS Apache has another number to celebrate. The performance motorcycle brand has crossed the milestone of 7 million customers globally and marked the occasion with the launch of a new brand campaign titled ‘Tu Race Laga’.

The campaign, unveiled by TVS Motor Company, signals the next chapter in the Apache story by reinforcing the brand’s long-standing ‘Track to Road’ philosophy while encouraging riders to embrace the thrill of performance in everyday life.

Launched in 2005, TVS Apache has evolved into one of the company’s flagship motorcycle brands, drawing on more than four decades of racing expertise from TVS Racing. The brand’s philosophy has centred on translating race-winning technologies into motorcycles built for daily riding, blending performance with rider-focused engineering.

Over the years, Apache has introduced several segment-first technologies, including roto-petal disc brakes, fuel injection, dual-channel ABS, multiple ride modes, TVS SmartXonnect, Glide Through Technology, factory customisation through its Built-To-Order platform, keyless ride systems and advanced rider assistance features such as traction control and dynamic stability systems.

The brand has also built a sizeable rider community, with more than 500,000 registered members participating in organised rides, track experiences and brand-led engagement programmes. Today, TVS Apache motorcycles are sold across 90 countries, making it one of the fastest-growing performance motorcycle brands globally.

To commemorate the 7 million rider milestone, TVS has launched ‘Tu Race Laga’, a campaign film directed by National Award-winning filmmaker Ram Madhvani. Rooted in Apache’s ‘Track to Road’ philosophy, the film seeks to capture the excitement, precision and adrenaline of the racetrack while highlighting how those emotions translate into everyday riding.

Commenting on the achievement, TVS Motor Company president, India 2W business Gaurav Gupta thanked the brand’s 7 million customers for their trust and support over the past two decades.

Gupta said the milestone reflects the commitment of the entire TVS Motor ecosystem, adding that the company will continue to push the boundaries of performance motorcycling through innovation, global expansion and stronger rider communities.

Sharing his perspective on the campaign, TVS Motor Company head business, premium Vimal Sumbly said TVS Apache was created with the vision of bringing race-bred capability and control to everyday riders.

He said the brand’s journey from a single performance motorcycle to a global community of 7 million riders demonstrates its evolution into one of the world’s fastest-growing premium motorcycle brands. Sumbly added that ‘Tu Race Laga’ celebrates every rider who embraces progress and carries the racing spirit beyond the track, while reaffirming the company’s commitment to innovation, technology and memorable riding experiences.

The TVS Apache portfolio today spans multiple performance segments, including the Street/Naked range with the RTR 160, RTR 160 4V, RTR 180, RTR 200 4V and RTR 310, the Supersport RR 310, and the Adventure Rally Tourer RTX.

As performance motorcycles continue to attract a wider audience, TVS Apache’s latest milestone underscores how a racing-inspired brand has grown into a global community. With ‘Tu Race Laga’, the company is looking to ensure that the next seven million journeys begin with the same spirit that first emerged on the racetrack.