Strategic Entry into Premium Market

Global two-wheeler manufacturer TVS Motor Company officially launched its premium Apache RTR 180 motorcycle in Kenya on Monday, November 17, 2025, marking a significant escalation of competition in the country's burgeoning motorcycle market. The launch, held in Nairobi in partnership with long-standing distributor Car & General, introduces the acclaimed Apache series to Kenya for the first time, targeting a growing demographic of performance and lifestyle-oriented riders beyond the traditional commuter base.

The TVS Apache RTR 180 is powered by a 177.4cc high-performance engine, delivering 15.22 PS of power and 14.1 Nm of torque. The model, rooted in TVS's 43-year racing heritage, features disc brakes, an adjustable race-tuned suspension, and a distinctive LED headlamp. It will retail at KES 269,990 across 12 Car & General dealerships nationwide and will be available in four colours: Pearl White, Matte Blue, Gloss Black, and Matte Grey.

New Local Assembly and Job Creation

Underscoring its commitment to the Kenyan market, TVS announced the launch of a local assembly operation with the capacity to produce 700 units daily. This facility is expected to generate over 1,300 direct jobs annually and will initially focus on the Apache RTR 180 before expanding to other models. This move aligns with Kenya's industrialization goals by boosting local manufacturing capabilities and content. While Car & General has operated a TVS assembly plant in Nakuru since 2013, the capacity announced at the Apache launch signals a substantial new investment.

"Kenya is central to TVSM's continental ambitions, given its role as a regional commercial hub and its influence on motorcycle culture across East Africa," stated Peyman Kargar, President of International Business at TVS Motor Company, during the Nairobi launch event. "The nation's growing community of discerning riders and evolving urban infrastructure make it the ideal market for the Apache's debut."

Vijay Gidoomal, CEO of Car & General, added, "We trust the TVS Apache RTR 180 will accelerate the growth of the premium motorcycle segment in Kenya and reinforce the strong trust that customers have in the TVS brand."

Impact on Kenya’s Billion-Shilling Boda Boda Economy

The entry of a premium, performance-oriented motorcycle like the Apache RTR 180 represents a strategic diversification in a market overwhelmingly dominated by commuter bikes for the 'boda boda' taxi industry. Kenya's motorcycle sector is a vital part of the economy, providing over one million direct jobs for riders who collectively earn an estimated KES 1 billion daily, according to a study by Car & General. The industry's contribution to GDP is estimated to be around 3.4 percent.

While the Apache's price point places it above the typical boda boda motorcycle, its local assembly and the creation of technical jobs could have a significant ripple effect. The new plant will require a skilled workforce, and Car & General has previously trained over 7,500 mechanics across Kenya, a program likely to expand with this new venture. This investment arrives as the Kenyan two-wheeler market shows signs of recovery and evolution. The market is projected to grow at a Compound Annual Growth Rate (CAGR) of over 5% between 2024 and 2030.

Global Strategy, Local Focus

The Kenyan launch is part of TVS Motor's broader global expansion strategy, which is backed by a substantial increase in research and development investment. The company's R&D spending grew from ₹495 crore in FY 2022-23 to ₹1,025 crore in FY 2024-25, supporting a team of over 2,000 engineers focused on creating cleaner, more advanced mobility solutions. The Apache brand, which celebrates its 20th anniversary this year, has a global community of over 6.5 million riders in more than 60 countries. By choosing Kenya as the entry point for its premium bikes in East Africa, TVS is betting on the evolution of rider preferences from purely utilitarian transport to a lifestyle choice, aiming to shape and grow the region's premium motorcycle culture.