TVS Motor Company Expands European Presence With New Models at EICMA
TVS Motor Company (TVSM), a global manufacturer of two-wheelers and three-wheelers, is preparing to return to EICMA in Milan, Italy, this November as it continues to strengthen its presence across the European motorcycle market. One year after making its debut at the internationally recognised two-wheeler exhibition, the company plans to showcase new models developed for European customers and demonstrate the progress of its regional expansion strategy.
The company will present its latest European product offerings during a press conference scheduled for Tuesday, 3 November, at 10:00 CET. Visitors and industry professionals can find TVS Motor Company at Hall 18, Stand I64 at EICMA, one of the major international events for the motorcycle and two-wheeler industry.
TVS Motor’s participation comes at an important stage in its European development. Since its first appearance at EICMA 2025, the company has concentrated on creating the operational infrastructure required to establish a sustainable business in the region. Its efforts have included expanding its dealer network, developing aftersales services, improving customer support and strengthening its connections with local markets.
The company’s return to Milan provides an opportunity to present its expanding product portfolio while highlighting the progress made in building a stronger European presence.
TVS Motor Strengthens Its European Growth Strategy
TVS Motor Company entered the European market with a long-term growth objective, recognising the importance of establishing a reliable distribution network and providing customers with consistent service after purchasing a vehicle.
For international two-wheeler manufacturers, expanding into Europe requires more than introducing products to new customers. Companies must establish relationships with dealerships, develop spare-parts availability, provide technical support and create service systems that can meet customer expectations across different countries.
Since its EICMA debut, TVS Motor has focused on these essential areas. The company has been working to develop the commercial and operational foundations necessary to support its products throughout their ownership lifecycle.
Its strategy combines product development with investment in distribution and customer service. By increasing its local presence, TVS Motor aims to improve accessibility for riders, strengthen dealer relationships and establish a more direct connection with customers in key European markets.
The company’s progress in Italy illustrates how this strategy is being implemented. Italy has become the first European market in which TVS Motor has established a significant dealer network, providing a foundation for expansion into other countries.
The company is now using its experience in Italy to support its wider European ambitions, including the development of operations in France and Germany.
Italy Becomes a Key Market for TVS Motor
Italy has played a central role in TVS Motor Company’s European expansion. As its first market in the region, the country has provided an opportunity for the company to introduce its products, establish dealer relationships and assess customer response.
TVS Motor now works with approximately 100 dealers in Italy, creating a distribution network intended to make its products more accessible to local customers.
The company has also reported substantial retail sales growth in the country. According to the figures provided by TVS Motor, Italian retail sales increased by 110% through September 2026 compared with the corresponding period, significantly exceeding overall market growth of approximately 10%.
This performance indicates that TVS Motor’s business is expanding at a faster rate than the broader market during the reported period. Although market growth and company sales are different measurements, the comparison highlights the pace at which the manufacturer is building its presence in Italy.
The development of a broad dealer network is an important part of this progress. Dealerships provide customers with access to vehicles and product information, while also supporting sales, maintenance and other ownership requirements.
For a manufacturer entering a new geographical market, these local relationships can help build brand awareness and customer confidence. Riders can interact directly with dealers, obtain information about available models and access support after purchasing a vehicle.
TVS Motor’s Italian operations therefore represent more than a sales channel. They form part of the wider infrastructure needed to establish a long-term business in Europe.
The company can also draw on its experience in Italy as it develops its operations in other European countries. Lessons relating to distribution, customer engagement and aftersales support may help inform its approach to new markets.
Expansion Into France and Germany
Beyond Italy, TVS Motor Company is increasing its investment in establishing a direct presence in additional European markets.
The company is developing its own national sales companies, beginning with Italy and followed by France and Germany. Dealerships in France and Germany are expected to open soon, extending the company’s reach into two important European markets.
Establishing national sales organisations can give manufacturers greater control over distribution, dealer relationships and local market development. It can also create a more direct connection between the manufacturer and its retail partners.
For TVS Motor, this approach supports its objective of building a coordinated European business rather than relying exclusively on a limited number of independent distribution arrangements.
France and Germany represent the next stage of the company’s expansion strategy. As its local operations develop, TVS Motor will have opportunities to establish additional dealer relationships, introduce its products to more customers and strengthen its aftersales network.
The success of this expansion will depend on several factors, including the suitability of its models for local requirements, dealer readiness, product availability and the quality of customer support.
The company’s announcement at EICMA is therefore significant because it combines product development with progress on the commercial side of the business. New models can help attract customer interest, while the development of national sales operations can provide the support needed to turn that interest into a sustainable market presence.
Building a Wider Network Across Europe
TVS Motor Company is also expanding through dealer partnerships in other European countries.
According to the company, its existing network includes 18 dealers in Spain, two in Portugal, four in Hungary and one in Malta. These partnerships provide a starting point for increasing the availability of TVS products beyond its principal Italian market.
The company’s expansion plans also include additional markets over the coming months.
Greece and Serbia are expected to follow by the end of 2026, while Romania is scheduled to join the expansion programme by March 2027.
These planned developments indicate that TVS Motor is pursuing a phased approach to European growth. Instead of entering every market simultaneously, the company is building its presence through a combination of established operations, new national sales companies and local dealer partnerships.
A broader geographical network can help manufacturers reach different customer groups and reduce their dependence on a single national market. However, each country also presents its own commercial requirements, customer preferences and operational challenges.
Developing local distribution and aftersales capabilities will consequently remain important as TVS Motor moves into additional markets.
The company will need to ensure that its dealers have the resources and product knowledge required to support customers effectively. Spare-parts availability, technical assistance and maintenance services can all influence the ownership experience and the long-term reputation of a brand.
TVS Motor’s emphasis on dealer development and customer support suggests that these areas are central to its European strategy.
EICMA Provides a Platform for New European Models
EICMA offers TVS Motor Company an opportunity to present its products to an international audience of riders, dealers, distributors, media representatives and other two-wheeler industry participants.
The exhibition is particularly relevant to manufacturers seeking to develop their presence in Europe because it brings together businesses and professionals from across the motorcycle sector.
At this year’s event, TVS Motor plans to introduce new models for European markets. The company has not detailed the complete product range in the supplied announcement, but the planned press conference on 3 November will provide a platform for presenting its latest offerings.
Product introductions are an important component of the company’s regional strategy. While an expanding dealer network can improve availability, a suitable portfolio is necessary to attract customers and respond to different riding requirements.
European riders represent a diverse customer base, with varying preferences for vehicle design, performance, practicality and everyday usability. Manufacturers must consider these differences when developing their product and market strategies.
By presenting new models specifically for Europe, TVS Motor can communicate its product direction to potential customers and business partners while demonstrating its continued commitment to the region.
The exhibition also provides an opportunity for the company to strengthen relationships with existing dealers and engage with prospective partners in markets where its network is still developing.
For distributors and retailers, direct engagement with a manufacturer can provide greater clarity about upcoming products, business priorities and future market plans. Such discussions may help support the company’s efforts to expand its European distribution network.
TVS Motor’s presence at EICMA is therefore expected to serve both product-related and business-development objectives.
Leadership Emphasises Long-Term Commitment
Peyman Kargar, President of International Business at TVS Motor Company, highlighted the progress made since the company’s previous appearance at EICMA.
Kargar explained that the manufacturer had demonstrated its commitment to Europe through practical steps, including establishing a strong foundation in Italy, developing its own presence in important markets and strengthening relationships with dealers and customers.
His comments underline the company’s intention to move beyond an initial exhibition appearance and establish a lasting position in the European market.
Kargar has also been appointed Director and Chief Executive Officer of TVS Motor Company, effective 27 January 2027, according to the announcement.
The leadership transition comes as the company continues to develop its international business. Its European expansion will require coordination across product development, sales operations, distribution and customer service.
The company’s stated priorities of innovation, quality and customer centricity are intended to guide its approach to product development and customer engagement.
Innovation can support the development of vehicles that respond to changing customer requirements, while quality and dependable aftersales service can help strengthen customer confidence. Customer centricity, meanwhile, involves understanding local market needs and ensuring that the overall ownership experience supports those expectations.
Together, these principles form part of the company’s message as it returns to EICMA with new products and an expanded regional business strategy.
Global Experience Supports European Ambitions
TVS Motor Company serves approximately 68 million customers across more than 90 countries, according to the company. This international footprint provides the manufacturer with experience in operating across different markets and customer segments.
Its European operations are supported by innovation and design capabilities in India, Bologna and the United Kingdom. These locations contribute to the company’s wider international capabilities as it works to develop products and strengthen its market presence.
Combining global manufacturing and business experience with regional market knowledge can help an international company adapt its offerings to local requirements. European expansion nevertheless requires continued investment in distribution, product positioning and customer support.
TVS Motor’s strategy reflects the importance of developing these capabilities alongside its product portfolio. The company is building a network of dealers and national sales operations while using major industry events to introduce products and engage with business partners.
Its progress in Italy provides an early indication of the scale of its ambitions, while the planned expansion into France, Germany, Greece, Serbia and Romania points towards a wider regional footprint.
As the company enters additional markets, its ability to maintain consistent product quality and customer service will be important to sustaining growth.
TVS Motor’s Next Phase in Europe
TVS Motor Company’s return to EICMA marks another stage in its effort to establish a long-term presence in Europe. Since its debut in 2025, the manufacturer has reported progress in dealer development, retail sales and the establishment of local operations.
Italy remains a central part of the strategy, supported by a network of approximately 100 dealers and reported retail sales growth of 110% through September. Meanwhile, existing partnerships in Spain, Portugal, Hungary and Malta provide a broader foundation for its European business.
The planned development of operations in France and Germany, followed by further expansion into Greece, Serbia and Romania, is expected to increase the company’s geographical reach.
At EICMA, the introduction of new European models will complement these commercial developments by bringing the company’s product portfolio into the spotlight.
The combination of product introductions, dealer-network expansion and investment in customer support reflects TVS Motor’s stated approach to international growth. Rather than focusing solely on vehicle launches, the company is also working to establish the local infrastructure required to support customers over the long term.
As the European motorcycle market continues to evolve, TVS Motor’s ability to connect its product strategy with reliable distribution and aftersales services will be an important factor in its future performance.
Its presence at EICMA will provide an opportunity to communicate the next steps in that journey and demonstrate how the company intends to build on the progress made during its first year in Europe.
About TVS Motor Company
TVS Motor Company (BSE:532343 and NSE: TVSMOTOR), part of TVS VENU, is a reputed two and three-wheeler manufacturer globally, championing progress through sustainable mobility with four state-of-the-art manufacturing facilities located in India and Indonesia. Rooted in our 100-year legacy of trust, value, and passion for customers, it takes pride in making internationally accepted products of the highest quality through innovative and sustainable processes. TVS Motor is the only two-wheeler company to have won the prestigious Deming Prize. Our products lead in their respective categories in the J.D. Power IQS and APEAL surveys. We have been ranked No. 1 Company in the J.D. Power Customer Service Satisfaction Survey for four consecutive years. Our group company Norton Motorcycles, based in the United Kingdom, is one of the most emotive motorcycle brands in the world. TVS Motor Company endeavours to deliver the most superior customer experience across 90 countries in which we operate.
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