TVS Launching Premium ‘Paddock’ Dealership Network in India

TVS Motor Company has unveiled plans to introduce a new premium dealership format, branded ‘TVS Paddock’, aimed at supporting its expanding portfolio of high-end motorcycles. The company said the first outlets under this format will open in the second quarter of FY27, with the rollout likely between July and September 2026.

The new retail concept has been developed in collaboration with Checkland Kindleysides, a London-based boutique agency known for its work in premium retail environments. TVS indicated that the Paddock showrooms are intended to deliver a more refined customer experience, with a focus on personalised engagement across the ownership journey.

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These dealerships will cater exclusively to the brand’s premium motorcycle range, offering dedicated sales support, expert consultation, and specialised service infrastructure. The format also places emphasis on building a community around premium motorcycling, with spaces designed to facilitate interaction and engagement among customers.

A key component of the Paddock outlets will be their focus on customisation. Customers opting for the brand’s Built-to-Order kits will have access to dedicated consultation services, while specific zones within the showroom will be reserved for customisation activities. In addition, the dealerships will retail branded merchandise and a range of motorcycle accessories.

The initiative is expected to help TVS streamline operations across its existing dealership network by diverting premium motorcycle buyers to these dedicated outlets. This could ease pressure on standard showrooms while improving the overall purchase and ownership experience for customers in the higher-value segment.

Models such as the TVS Apache RR 310, TVS Apache RTR 310 and the upcoming TVS Apache RTX 300 are likely to benefit from this focused retail approach, particularly in terms of after-sales support and customer engagement. Future products are also expected to be retailed through this network. Among them is the TVS Apache RR 450, which is currently under development and has been spotted undergoing testing in India.

With the Paddock format, TVS is aligning its retail strategy with its broader push into the premium motorcycle space, where customer expectations around experience, personalisation and service continue to evolve.