TVS Motor Company has introduced a new business vertical called TVS Built To Order platform (TVS BTO platform) to foray into the factory customization and personalization platform.

According to the Indian automobile company, the TVS BTO platform will enable the customers to customize as well as personalize their vehicles when making a purchase. The vehicles will be built directly at the company’s factory as per their requirements.

TVS Motor Company said that the move further bolsters its commitment to roll out first-in-class technologies and class-leading features in the sector.

The TVS BTO platform will debut with the company’s flagship motorcycle — TVS Apache RR 310.

Customers can choose pre-set kits, rim color options, graphic options, and personalized race numbers, said TVS Motor Company.

The kits called Dynamic and Race are said to provide an array of features that further highlight performance and styling as per the usage and requirements of customers.

The platform will be rolled out in a phased manner across other product portfolios of TVS Motor Company.

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 customize and personalize their machines as per their requirements.

“Making its foray with the super-premium TVS Apache RR 310 BTO, vehicles will be customized 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.”

The Dynamic kit has fully adjustable front and rear suspension that provides multi-level adjustment of preload, rebound, and compression damping. This enables the customers to adjust the suspension accord to their riding style or given road conditions.

The Race kit, on the other hand, has race ergonomics that serve race enthusiasts. The kit features a more aggressive and tucked in handlebar, knurled footpegs, and rear set raised footrest to enable a higher lean angle on the corners and improved straight-line stability.

The Race kit also has an anti-rust brass coated drive chain for accentuating the style of the motorcycle.

  India, Meghashyam Dighole, TVS Apache RR 310, TVS Motor Company