TVS marked its foray into factory customization options by launching its new platform: BTO ( Built to Order ). The first motorcycle to be inducted under this new platform is the brand’s halo bike, the 2021 Apache RR 310. Apart from spending time with the two-wheeled customizable beauty, we also got to interact with Mr. Meghashyam Dighole, Head, Marketing, TVS Premium Products.
Note: We had a detailed discussion with Mr. Dighole and this is just an excerpt. To watch the full interview, click here or watch the video embedded below.
What was the thought process behind starting this customization programme?
“Apache as a platform and TVS as an organization is known for its customer-centric approach and continuous customer engagement throughout our journey. Being the Apache brand manager and head, I am also proud that we have a very unique customer engagement experience programme like AOG and Apache racing experience programme. And when we are interacting with all these customers, we always get to see different kinds of customizations done by the owners. And we feel that the amount of value we can offer in customizations from the factory itself, it will be very beneficial and economical for the customer. That was the prime motive behind this initiative.”
How’s BTO programme different from some of the other programmes being run by other manufacturers?
What sets the BTO programme apart from other similar programmes are the performance-oriented features. We are also offering Dynamic and Race kit as performance updates and they are a lot more than just aesthetic bits. Apart from that the personalization that we are offering and the bike being produced as per the customer’s choice in the factory, this is completely unique.
What does the future hold for the BTO platform?
“I will not be able to tell all the details but I can surely discuss the theme. We want the customers to enjoy their bike in terms of different riding styles and that is the reason why the customer chooses customization options depending on his age, riding pattern and style. For example, we are offering aggressive and committed riding ergonomics with the two kits available for the Apache RR 310. It is certainly not going to please every customer. We always keep the customer need at the centre of our strategies.”