TVS Motor Arrives in Italy to Conquer Europe: Strategy and Vision

With over 4.5 million vehicles sold every year and $3.5 billion in annual revenue, TVS Motor Company is one of the global giants in the two- and three-wheeler industry. A third-generation family business with more than 100 years of history, TVS is deeply rooted in the Indian market while maintaining a strong vision toward Western expansion.

Present in 90 countries, the company has chosen Italy as the starting point for its European journey, not only for its strong motorcycle tradition but also for the complexity and maturity of its market.

Unlike many Asian competitors, TVS has adopted a structured and bold approach: opening its own direct subsidiary in Rome. A decision that clearly distinguishes those who merely want to “test” a new market from those who aim to build something long-term and sustainable. We explored the brand’s story and strategy with Giovanni Di Furnari, General Manager of TVS Motor Italy, in a recent episode of the podcast “Life as a Motorcycle Dealer.”

A major Indian player entering the Western market.
With 4.5 million vehicles sold annually, TVS Motor is now the world’s fourth-largest manufacturer.

Product Range: 125cc, 250cc, 310cc and a Premium Philosophy

TVS enters the Italian market with a carefully selected range of seven vehicles, designed to meet concrete customer needs and positioned competitively.

The lineup includes:

The Raider 125
The Jupiter scooter
The sporty Ntorq
A 250cc scrambler
Two 310cc models developed in partnership with BMW
The electric scooter iQube

All models come with a 5-year warranty, a clear signal of the brand’s confidence in its build quality and reliability.

Quality and Processes: Japanese Discipline with an Indian Heart

Quality is a founding pillar of TVS. Not only product quality, but excellence across the entire business process. This integrated approach earned the company the prestigious Deming Prize, Japan’s highest recognition for Total Quality Management.

For TVS, quality also means strong dealer support and reliable service structures — key elements for long-term market credibility.

Electric Mobility? An Opportunity (For Now) on Hold

TVS Motor’s portfolio includes electric alternatives, but as Giovanni Di Furnari highlights, the Italian electric market is currently in a state of paralysis. While the iQube is successful in India, Italy faces fragmented incentives, unclear regulations, and limited institutional communication.

The result is a static market that does not yet fully encourage real investment in electric mobility.

A New Relationship with the Dealer Network

The real strength of the TVS project lies in its relational model with the sales network. Every strategic decision is shared, and every tool provided is designed to support dealers in their daily operations.

The key word is partnership: building together rather than imposing from above.

Your brand can also build a strong and credible dealer network in Italy: discover our multi-site solution for motorcycle brands.

Norton: British Luxury According to TVS

In 2025, TVS will officially launch Norton Motorcycles in Italy, with a highly selected network of no more than 12 dealers. The positioning will be premium-luxury, supported by a dedicated marketing plan and a communication strategy completely distinct from the core TVS brand.

The goal is to relaunch a historic brand with the prestige and identity it deserves.

Engines at Full Throttle, Eyes on the Blue Sky

TVS has chosen Italy to begin a new chapter in its history. This is not just about numbers or market share, but about a clear, human, and strategic vision.

As Giovanni Di Furnari puts it:

“We are in the take-off phase, with engines at full throttle and our eyes fixed on the blue sky.”