TVS Motor launches premium Apache RTR 310 in Morocco

TVS Motor is debuting its Apache RTR 310 in Morocco, aiming to capture the niche premium 201‑350 cc motorcycle market and use it as a springboard into North‑Africa.

• The Apache RTR 310 features a 312.2 cc DOHC engine delivering 35.6 PS, a bidirectional quick‑shifter and a 5‑inch TFT display, positioned as a tech‑rich alternative to price‑driven rivals.
• Africa’s two‑wheeler market grew 42 % YoY; the premium 201‑350 cc segment is 6.6 % of sales today and is expected to reach 10 % by 2030.
• TVS targets 1 % of this segment in Morocco – roughly 5,000 bikes in the first year – at an average ex‑showroom price of MAD 150,000, which could add about USD 10 million in revenue.
• Premium models typically earn 15‑20 % higher gross margins than entry‑level bikes, offering a clear profitability boost.
• A newly trained dealer network will be rolled out over 3‑6 months, with plans to expand the platform to Algeria, Tunisia and Egypt within a 2‑3‑year horizon.