TVS Motor Unable to Meet Apache RR 310 Sales Target in India

TVS Apache RR 310 Sales Report (FY 2018-19): RR 310 is the smartest fully-faired motorcycle that one can buy around INR 2.75 lakh (on-road) in India. The charm for this impressive model lasted for a short time as TVS is seen struggling with a much smaller sales number than their initial expectations. They had a yearly target of 10,000 units for the motorcycle but the actual retail figures show that only 4525 units moved out of the dealerships in the financial year 2018-19. Here is the sales report of TVS Apache RR 310 for the 12-month period.

Apache RR 310 Sales Report

Financial Year 2018-19

1. April 2018 – 862 units (Highest)
2. May 2018 – 595 units
3. June 2018 – 476 units
4. July 2018 – 351 units
5. August 2018 – 343 units
6. September 2018 – 350 units
7. October 2018 – 425 units
8. November 2018 – 132 units (Lowest)
9. December 2018 – 185 units
10. January 2019 – 281 units
11. February 2019 – 246 units
12. March 2019 – 279 units

Total Sales Figure: 4525 units

At the time of the Apache RR 310’s launch, the brand cleared the fact that they are not running behind big sales numbers in any case. But now, the situation is different as they have felt the heat by staying closer to the KTM 390 series in this price segment. A four-digit sales number is perfectly possible for Apache RR 310 but they have to convince a certain number of KTM Duke, Bajaj Dominar, Honda CBR250R, and Royal Enfield buyers to join their league by offering some mouth-watering finance options.

Apache RR310 is available for INR 2.24 lakh (ex-showroom), making it more expensive than the CBR250R ABS by INR 30,000. The number of buyers going for the CBR250R could have been on the TVS side if they had missed the price hikes for their flagship product. TVS didn’t even work actively on increasing the exclusive RR 310 dealerships in India. Moreover, according to a lot of prospective buyers, the RR 310 is not even available for test rides at a lot of dealerships. The motorcycle is available with a perfect list of equipment, including modern bi-LED lights, USD forks, impressive instrument console, and dual-channel ABS.