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TVS Motors on comeback trail
Published on Tue, Mar 25, 2008 at 21:00   |  Updated at Wed, Mar 26, 2008 at 19:19  |  Source : CNBC-TV18

The Indian automotive industry is increasingly getting competitive and the two-wheeler segment within it is also facing its own share of challenges. As part of the industry, TVS Motors, the country’s third largest manufacturer of two-wheelers, is also sharing those challenges. The company has just launched its latest bike Flame and has got some big plans up its sleeves.

 


Venu Srinivasan, Chairman and MD, TVS Motors, said, “Focus will be on vehicles which are in the Rs 40,000 category than in the Rs 60,000 category.”

 

Excerpts from CNBC-TV18’s exclusive interview with Venu Srinivasan:

 

Q: How important is the Flame in the current scheme of things for TVS Motors?

 

A: Flame is significant for us because we are absent from the belly of the market, which is the executive segment above Rs 40,000. That accounts for close to 45-50% of the market. Therefore, we are not playing 50% of the market. If you look at our market share, we are getting it out of 50%. If we need to improve our market share and become a full player, then we have to offer the range of executive bikes to the customers.

 

Q: One could call it a re-launch of the Flame thanks to the controversy, which it got involved in. What were the learning’s from that controversy for TVS Motors?

 

A: When you look at a patent and however one may be about the validity or lack of it, one has to be careful because the legal process in India is long waited and much greater than in any other country. So, whenever you deal with a legal process, you have got to understand that time is something that you cannot estimate or control and therefore you have a Plan B.

 

Q: So, this was the Plan B which has been just launched?

 

A: This is Plan B but it took time to do because we had to work with AVL to tune it and refine it to become as good as the twin spark plug version.

 

Q: Are you saying that in a way you had expected it to get into controversy?

 

A: We had and that’s why we had filed a revocation of Bajaj Auto's patent with the Intellectual Property Appellate Board even before we launched the vehicle. Therefore, we started working on it because we woke up the month before announcing the launch. Since then we had been working on it but it took some time to refine it.

 

Q: How much of a hit to do you think the TVS brand has taken because of the controversy in which Flame got involved?

 

A: If anything we got a lot of free publicity because I don’t think anybody believes TVS would willingly and knowingly violate any law. In fact, we have got a lot of free publicity out of it.

 

Q: Till a couple of years back TVS Motors was seen as a very strong R&D driven company but somewhere that positioning seems to have got diluted, any particular reason behind it?

 

A: There are a couple of reasons. First, a significant effort has gone silently into quality improvement. Today, Star has the best warranty record in the Indian two-wheeler industry. It took at least two products worth of efforts to get our quality up to that standard, where we are equal or better than the best.

 

Secondly, because of that we had started Indonesia and the three-wheeler project. One did not see the results to good R&D, which is a stream of products. There was a discontinuity and break in our cadence of products. After Victor we came with Scooty Pep which has done well; Apache which has got a good record in the market; and then Star. But city people or executives do not see Star but it has done well for us. Now, we have got Flame and will get one more product.

 

We have got the new Star Sport, which has the highest fuel efficiency record by ARAI or Automotive Research Association of India. On Indian drive cycles, we got 83 km per liter and the Star City 110 cc has done very well for us again. We have got the electric Scooty out. This month we will be selling small volumes of the EFI Apache. We have rolled out the two-stroke autorickshaw and in three-months time we will have a four-stroke autorickshaw.

 

We will have one more product in Indonesia. During this two-year period, something like four major variants and four new products that have been launched by the company. When that starts hitting the market that impression will change.

 

Q: TVS Motors’ volumes over the last 12-months has been consistently falling because of certain other macro economic reasons. How do you plan to arrest this fall and what is there in the pipeline or are these products which you have just unveiled or in the process of unveiling good enough to arrest that fall?

 

A: First, the macro economic is quite bad. The segment which has been most hit is the rural market. We are strong in the rural markets where Star has been selling well. This segment has been the most squeezed by the credit squeeze that has been put on by banks. Therefore, we have lost more volume relatively. But with the Flame coming back, one is going to see that it will be arrested by March or latest April.

 

Q: For the Flame what kind of contribution do you expect in terms of volumes say on an average?

 

A: We expect to sell about 2,00,000 to 2,50,000 vehicles in that range this financial year.

 

Q: Any other products in the pipeline that you have say upwards of Apache RTR that you have in the market?

 

A: It is difficult to say at this point in time what we will do in that segment. But our focus would be strengthening of vehicles, which are in the Rs 40,000 category rather than in the Rs 60,000 category.

 

Q: You also subscribed to the view that the 100 cc segment, which may be a mass segment, is no longer a profitable segment for the industry.

 

A: It is still a profitable segment as it still covers your overheads.

 

Q: Volumes of Honda’s 100% subsidiary HMSI are picking up and coming close to TVS Motors in terms of narrowing the gap. Is that a concern for you?

 

A: It is a concern in terms of total market share, whether it comes from Honda or Yamaha. It is not too much of a concern. If you don’t participate in 50% of the market, you cannot expect to gain market share. We are confident that we will see a turnaround through Flame.

 

Q: Are you looking at further enhancing your presence in the executive segment?

 

A: You will see one or two products in various segments over time. But I can’t tell you when.

 

Q: If you talking on an annualized basis, you have to keep feeding products into the market.

 

A: A cadence of good, regular products is required to demonstrate strong R&D. From September last year, consumers are seeing something happening every quarter with each one of our products.

 

Q: How would you describe the current situation in the two-wheeler industry?

 

A: It has to do with two things. One is the credit squeeze that is going on. It has actually not lost money. But it is more the availability of money that is putting pressure on the market.

 

The second issue that we are going to have to look at is consumer confidence. There is a somber mood in there today. It is at lower ebb than one would like it. The combination of these two is affecting not only motorcycles but they are affecting consumer durables as well.

 

Q: What will you tell your executives to do to make TVS Motor come back in a big way?

 

A: We have got to get a significant share of the executive motorcycle market. That is the simple and only mantra that we have.

 

Q: That is where your focus will be in the short-term?

 

A: In the next one year.

 

Q: You have also entered the three-wheeler segment. Some may even say that it is probably significant but a little too late? Do you agree to that?

 

A: I don’t agree because the volumes and exports are growing. The market is not only domestic but also global. It is a profitable sector. We would like to participate in it because it is absolutely adjacent using the same agents and dealers. So, there is no technology or marketing risk. That is the safest strategic investment any company could make by taking an adjacency where there are new things to learn.

 

Q: You are saying that the drop in profitability and margins for TVS Motor will be addressed by this three-wheeler business?

 

A: By three-wheeler business and Flame.

 

Q: You have setup your plant in Indonesia, launched your products there, and are going to launch another product there. What is the strategy going to be for TVS Motor in terms of expanding overseas?

 

A: We would like to see at least 35% of our business to come from overseas by 2012, substantially from Bangladesh, Sri Lanka, Southeast Asia, and Africa.

 

Q: Would that mean setting up more assembly facilities outside Indonesia?

 

A: We may set up assembly facilities. Manufacturing is going to be in Indonesia, which is the only plant we have in mind today.

 

Q: Would you also look at the inorganic path either through acquisitions or joint ventures?

 

A: We do not see that at the moment as we do not see an opportunity there.

 

Q: Be it India or abroad?

 

A: India or abroad not immediately.

 

Q: You were one of the first companies to start the trend of Indo-Japanese collaboration but you decided to opt out of that later. What would make you go for a similar joint venture if not the same or a similar relationship again?

 

A: I would not do it again.

 

Q: You are an enthusiast of high-speed bikes. Would you like to have some kind of performance bikes, bigger than the Apache in TVS Motors’ portfolio?

 

A: Not significantly bigger. Apache or little above it is ultimately where we would stop. I do not think we would get rigged into the performer segments of 400-500 cc. So, it certainly will be less than 250 cc. That is about where we see the limit. I cannot quite say whether it will be 200 cc or 250 cc, but somewhere around there would be the limit of what we would do because we are focusing on commuters.

 

Q: You will stay focused there?

 

A: We will stay focused on commuters and expand across the world rather than look at going higher and higher in cc, range, or the number of wheels.

 

Q: You were also dabbling with the idea of coming with a quadricycle some time back?

 

A: We actually did not dabble with anything. We have made a very cursory examination of whether a quadricycle, if it had regulations like an autorickshaw, will lower safety and emission norms. So, there is a possibility d that was not there and hence we gave up on that idea very quickly.

 

Q: The three-wheelers that you launched goes up in terms of pricing close to Rs 1.5 lakh. So when you have the cargo carrier, do you see some threat from the lower-end of the four-wheeler business both for passenger carriers as well as cargo carriers?

 

A: It is always a gray area between a low-end four-wheeler and a high-end three-wheeler. That is not a serious issue as far as I am concerned. Small auto rickshaw can turn easily n a narrow space like in small towns and very narrow gullies. This you cannot do with a four-wheeler however small it is. So, there will be a demand for it, but certainly there is a limited demand. That demand is not going to grow infinitely because the minute you get on to a highway, or go from village to village, or village to town you got to use a small four-wheeler.

 

Q: In the overall Indian automotive industry scenario what are key challenges for someone who is leading one of the most significant companies in the Indian automotive industry?

 

A: Our serious concern would be infrastructure. Cities are getting chocked. A lot of our sale is in cities and then towns, which are also getting clocked. Unless you are going to deal with infrastructure, parking, multi-model transport, and make it possible for people to move around in the city, we will be affected ultimately.

 

Q: When the Flame controversy started you filed a litigation against Bajaj in the Bombay High Court as well as a application for revocation for patent at the IPAB, or Intellectual Property Appellate Board, are you going ahead with both of them?

 

A: Yes, we are going ahead with all of that.

 

Q: As far as the injunction to Bajaj Auto is concerned in the technology infringement case how long are you going to go ahead with that?

 

A: I don’t know. We have filed an appeal, so let the appeal be heard. It will take its due course. Let the judgment get delivered then we will talk about it.

 

Q: Is it over for TVS Motor to have a twin-spark engine in any of its product?

 

A: I don’t think so.

 

Q: But you must have lost financial resources during that period?

 

A: We lost t two months of production or about 30,000 vehicles in January and in February. I think in March we will sell 15,000, go on to 20,000 in April, and would like to sell 25,000 by September.

 

Q: Your arrangement with AVL, you must have paid them for the license for which they granted you?

 

A: The patent is actually for the three valves. The uniqueness of this engine does not come from the number of bolts or the number of spark plugs, it comes from the three-valve system where one valve works on lean burn and one valve gives you a rich mixture. You get good economy during city driving but you also have power when you open full throttle. We have simple words to describe it: The hottest looking bike and the hottest riding experience. I think we will deliver that to Flame.

 

Q: Has there been any difference in that riding experience with the subtraction of a plug?

 

A: You will find that it is equally good and in some way it is better.

 

Q: Is TVS Motor going to step up its in-house R&D capabilities?

 

A: We have consistently been spending more and more on R&D, almost 3-3.5% of sales on R&D. It will continue to grow at that pace.

 

Q: As far as joining hands for R&D activities is concerned, apart from AVL, are you also looking at any other tie-ups?

 

A: We work with many firms both large public ones as well as small independent ones. I cannot mention the names.

 

It is that broad network which is essential in the future because you cannot develop all technologies yourself. Tomorrow, if you want a fuel cell vehicle, we cannot invest in a fuel cell. So, you will have to go to somebody and work with somebody. You will have to have a network of people with whom you work to access technologies, products, or sub-assemblies. That is not possible to make in house in volume.

 

Q: You have also launched the Teenz Electric, which is a fully electric scooter. Any more alternate fuels or any other innovative R&D activities that is going on in TVS Motors?

 

A: The problem with all these technologies is it is still compared to the Internal Combustion Engine, which is becoming more fuel-efficient all the time. In the last two years, the difference in StaR is almost 10%. The improved fuel efficiency on StaR Sport stands at 83 kms per liter from the 75-76 kms per liter. It is almost a 10% increase in 18 months. If you look at the battery, we have raised the life by about two-years which is savings of Rs 5,000-7,000 depending on the way lead prices go, which is significant. All that may appear cheap initially when you buy but when you look at the life cycle cost it may not be all that cheap.

 

In hybrids you have to add a battery, motor, and keep IC, or Internal Combustion engine. We have doubled cost but we have to keep working on all these technology, whether it is hydrogen, CNG, or hybrids. As of now, the Internal Combustion Engine is still the most effective option.

 

Q: At the R&D center you are still working on fuel cells or hybrid versions?

 

A: We will buy out fuel cells. So, we will work on electric vehicles. You can run it on a battery or you can run it on a fuel cell and that is why you may have to go to somebody who makes very small fuel cells and fit it, if it becomes viable. We cannot develop it ourselves.

 

Q: If you find it viable in the future can consumers expect a hybrid engine in a TVS Motor product or a fuel cell?

 

A: We had experimented one with an auto-rickshaw many years ago and it is still running but it is not viable yet.

 

Q: In your product portfolio which ones will be the key platforms in terms of driving volumes of the company?

 

A: It will be the 100-125 cc motorcycles.

 

Q: And leading the charge would be the new Flame?

 

A: Yes.

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