TVS ties up with Emil Frey to enter European markets


Has tied up with European automotive wholesaler Emil Frey, will enter France first.

TVS Motor Company announced its entry into Europe by signing an agreement with Emil Frey for import and distribution. The two companies plan to use their collaborative efforts to enter into distribution arrangements for select EU markets, prioritising countries with strong two-wheeler demand coupled with existing Emil Frey infrastructure and resources to build the distribution network.

France will be the first country for the launch where an entire suite of TVS Motor products, including ICE and EV models, will be made available starting January 2024, consequent to this agreement. As part of this partnership, Emil Frey Group entities will take charge of the distribution of TVS products in selected countries, utilising their sales, marketing and service networks.

The TVS products being made available in Europe will include the Jupiter 125, NTorq, Raider, iQube, X, Ronin, Apache RR 310 and Apache RTR 310. Emil Frey is among the largest automobile importers and retailers in Europe, serving many leading automotive brands across the region.

Announcing the foray into Europe, Sudarshan Venu, managing director, TVS Motor Company said, “This strategic alliance with Emil Frey is a crucial step in our global expansion strategy. Europe will be a key market for us, and through this partnership, we aim to bring our cutting-edge products closer to European customers.”

“In having a partner like Emil Frey, there is a coming together of two century old, pedigreed organisations, both driven by shared values of responsible and sustainable mobility, and customer service. Together, we are excited to serve customers and two-wheeler aficionados in Europe and look forward to a successful partnership,” he added.

Lorenz Frey-Hilti, director, Emil Frey Group said, “I am very proud that TVS Motor Company is relying on our expertise in the European market and using our distribution network to bring their great products to customers. Our two companies complement each other perfectly, and I look forward to seeing this partnership flourish.”



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