PREMIUM MOTORCYCLES - CASE STUDY
New retro design direction for major bike brand
INDIA
S•T•A•R
SITUATION
A growing preference for Modern Classic/Retro designs across the globe triggered an interest in TVS Motors to explore this opportunity for India. Despite Royal Enfield's presence, the India market lacked prominent brands in the Modern Classic segment. TVS Motors aimed to understand and capture this growing niche.
S•T•A•R
TASK
Carve out a distinct ‘design direction’ within the Modern Classic framework tailored to the preferences of 150-250cc motorcycle riders in India.
S•T•A•R
ACTION
Qualitative foundational research on design to understand form and design preferences. The frame of reference being ‘Modern Classic/ Retro’ basis inclinations of 150-250cc bikers.
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Here we looked at rider personas, current needs and tension points, awareness, perceptions and appeal of different bike forms.
Post a spontaneous understanding and preferences in forms, we exposed TVS design sketches. We used a hybrid methodology of individual reactions first followed by a group discussion. Thereby, capturing unbiased preferences to designs at an individual level.
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Challenging Recruitment : Aspirational super premium designs had to be evaluated with premium bike owners who are generally not so savvy about design. We needed to filter out and recruit serious upgraders, bike lovers who can articulate design and respond well to a 2D sketch. We achieved this by administering unique recruitment questions.
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Biking Enthusiast
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Bike means more than a mode of transport – part of biking clubs, weekend rides, bike cafes, owns biking accessories
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Aware of new launches, types of bikes.
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Aspires for a dream bike or looking to upgrade – e.g. RE Classic, Harley, Triumph Street Twin
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Instagram and FB profile checks
Design Articulation Check
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Spot the Difference Question : Two bikes with subtle differences in design
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Ability to differentiate Bike Forms : Grouping & labelling exercise of bike photos via WhatsApp
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During back-checks must be able to discuss his current bike design (beyond brand)
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Creative Articulation
Torrance creative test : Visual completion, word associations, improvement tasks, storytelling etc
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01
Consumer Tension & Opportunity Identified
Commuter city bikes while comfortable for city roads did not offer distinctive looks neither were they suitable for long distance cruising. On the other hand, long distance bikes or a Royal Enfield while looked sporty or classic premium, were not really comfortable for city roads or carrying a pillion.
The white space identified in the 150-250cc segment was a bike that offered comfort both for city commutes and long-distance rides, coupled with head-turning aesthetics.
02
Recommended Design Direction
Summed up in one word as 'Versatility.' Specifics included a unique, youthful, design with only a few core classic elements, leaning more towards modern codes.
A versatile bike that transcended city and long rides. For e.g. comfort for rider and pillion, lighter weight than RE, stylish silencer safe from bumps in the city. (Reference images and form specifics were shared).
The outcome of this research was ‘TVS Ronin’ being launched in July 2022. Leveraging the recommended positioning of 'versatility,' Ronin swiftly ascended to becoming one of the top 3 popular and promising
models within the wide TVS lineup.
S•T•A•R
RESULT
Vimal Sumbly, Head Business Premium, TVS Motor
“The TVS Ronin motorcycle has been designed from a blank canvas to reflect the spontaneous, fluidic, versatile and multi-faceted young rider of today”
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“Ronin is positioned on ‘Live the Unscripted life’ . Stemming from the motorcycle's unique capabilities, in the city and on the open road application”
WHAT OUR CLIENTS SAY
“Latha has always delivered some of the best Client – Agency experiences that one can expect or imagine. The TVS team have mentioned their heartfelt gratitude for everything that Latha has done to help TVS build stronger brands by never compromising on the excellent consumer insights work done under her able guidance. Of special mention is her great resonance with her teammates.”
RANJAN SAMANTHA
VICE PRESIDENT, TVS MOTORS
