TVS Motor takes Apache racing experience international, Nepal debut strengthens premium play

TVS Motor Company has expanded its motorsports-led brand strategy beyond India with the launch of the TVS Apache Racing Experience International (ARE GP) in Nepal, marking the first overseas edition of the platform. The day-long event, held at the Vehicle Academy and Research Center in Satungal, coincided with the 20th anniversary of the TVS Apache, underlining the company’s focus on premiumisation and experiential marketing. ARE GP is a purpose-built racing platform designed for Apache owners to experience competitive motorsport in a safe and professionally curated environment, while learning advanced riding techniques from TVS Racing champions. The inaugural Nepal selection round attracted over 55 riders and around 300 visitors. Participants competed on a specially engineered circuit with 10 technical corners across three classes—160cc, 200cc and 310cc—measured by fastest lap timings.

Top three riders in each category earned qualification to race at the Madras International Circuit in April 2026, where they will compete with champions from four countries. Winners will receive incentives including an all-expenses-paid MotoGP experience, entry into the TVS India One Make Championship, Petronas TVS Racing apparel, a TVS factory visit, and access to marquee rides and TVS MotoSoul. Vimal Sumbly, Head – Premium Business, said the international expansion aligns with TVS Racing’s four-decade legacy and grassroots motorsports development. Shahil Agrawal of Jagdamba Motors noted the initiative would boost visibility for performance motorcycling and nurture local talent.

In Guwahati, TVS’s racing-led initiatives are strengthening brand pull in the premium motorcycle segment. Dealers in Guwahati report steady growth in enquiries for Apache models, driven by young buyers who increasingly value performance credentials, racing pedigree and technology-led differentiation.