Vimal Sumbly joins TVS Motor as Distinguished Business Leader

Vimal Simply, who until recently was Royal Enfield’s Asia Pacific President, joined TVS Motor as a distinguished business manager. He will be responsible for directing the premium two-wheeled space that includes a range of brands.

The focus on the premium version is interesting because it represents a specific path forward for TVS Motor and focus on that space. The company is already in a transitional position with a strong focus on electrical products like iQube and pushing the envelope in the premium space with Apache, Ntorq and Jupiter.

Industry watchers say Sumbly is a suitable choice for the role given his previous experience in the premium space which has included marketing stints at Bajaj Auto, where he helped establish the Probiking base for KTM, followed by a leadership phase as CEO of Triumph Motorcycles India and most recently Head of Asia Pacific Royal Enfield. His experience will come in handy at TVS Motor where Apache has been a bestseller and is a formidable brand to reckon with in the motorcycle sector.

She left Royal Enfield humbly earlier this year and gave the company a strong position in the ASEAN region as well as Australia. Creating a brand and gaining customer acceptance has been a challenge in Japanese-dominated markets but his efforts paid off and Royal Enfield made an impressive footprint especially in markets like Thailand.

Earlier, while in Triumph, it was driving Sumbly that played a huge role in making this British motorcycle brand a household name in India. Since then, the company has associated with Bajaj Auto to manufacture mid-size motorcycles for India and other emerging markets.

The fact that TVS Motor Corporation has created the position of Chief Business Officer for Premium reflects a statement of its future intent. It’s been through a series of avatars in the two-wheeled space starting with the moped for more than four decades, the alliance with Suzuki Motor Corp and then branching out on its own with the Victor motorcycle at the turn of the century.

Recently, it has rebooted its focus on the premium space with offerings like Ntorq, Jupiter, and of course Apache, its flagship brand. A modest onboarding means an even bigger boost to a premium effort that can see strides made here and in overseas markets.

TVS Motor is clearly eyeing a big global game in its two-wheeler business. Along with the partnership with BMW Motorrad, the company acquired Norton Motorcycles of UK in early 2020. With electrification now emerging as one of its top priority goals, the company has also embraced its urban mobility vision by acquiring e-bike companies in Europe.

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