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      2025 TVS Apache ADV Spied For First Time – New 300cc Engine, Alloys, USD Forks

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      2025 TVS Apache ADV SpiedTVS Motor is gearing up to make its debut in the adventure motorcycle segment with the Apache RTX 300
      Spied for the first time, new TVS Apache ADV showcases a promising design and features that position it as a strong contender against rivals like KTM 390 Adventure and Royal Enfield Himalayan. It is likely to be powered by TVS’s newly unveiled 300cc RT-XD4 engine, marking a significant technological leap for the company.
      2025 TVS Apache ADV Spied For First Time
      The latest spy shots reveal several design and feature highlights of the Apache RTX 310. The motorcycle sports a semi-fairing design with a prominent tower-like instrument cluster, likely housing a full-color TFT display offering navigation, music controls, and advanced ride analytics. The instrument cluster looks similar to the one seen on Raider 125. Not the vertical one on other TVS and BMW bikes based on the 310 platform.
      2025 TVS Apache ADV Spied
      2025 TVS Apache ADV is equipped with alloy wheels, possibly sized at 19 inches for the front and 17 inches for the rear, catering to both on- and off-road adventures. Other notable elements include a rugged luggage rack, an upswept twin-shooter exhaust, and a scooped-out seat for enhanced rider comfort. Additionally, handlebar-mounted ORVM stalks and auxiliary lights, which might be standard fitment considering TVS’s feature-rich offerings, add to its practicality.
      The suspension system features USD telescopic front forks, with two finishes observed in the test mules—gold and black—indicating the possibility of multiple variants with differing features. A tall windscreen, side guards, and a well-thought-out seating arrangement further enhance its touring capability.
      2025 TVS Apache ADV Spied
      2025 TVS Apache ADV Engine
      At the heart of the Apache RTX 310 lies TVS’s newly developed 300cc RT-XD4 engine. This engine, unveiled at MotoSoul 2024, is a testament to the company’s advanced engineering. The RT-XD4 engine produces 35.45 PS of power and 28.5 Nm of torque, paired with a 6-speed gearbox and a slipper clutch.
      2025 TVS Apache ADV Spied
      With features like dual overhead camshafts, a dual cooling jacket cylinder head, and a split chamber crankcase with a dual oil pump, the engine is designed for linear torque delivery and improved fuel efficiency. This new platform also supports better cooling, reduced oil consumption, and compliance with future emission norms.
      Compared to the previous 312.12cc engine, the RT-XD4 engine likely to offer nearly identical performance numbers but promises better refinement, enhanced cooling, and potentially lighter weight, resulting in improved power-to-weight ratio and overall riding dynamics. These advancements make it ideal for adventure touring applications.
      2025 TVS Apache ADV Spied
      The TVS Apache RTX 300 is expected to hit the market by mid-2025. With its cutting-edge features, rugged design, and the advanced RT-XD4 engine, it is set to strengthen TVS Motor’s presence in the premium motorcycle segment and offer a compelling choice for adventure enthusiasts.

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      Yamaha NMax 125 Tech Max Debuts – New Features With 4.2″ TFT Screen

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      New NMax 125 Tech MaxWhile it is not known if Yamaha NMax 125 Tech Max will launch in India, it is expected to be showcased at the 2025 Bharat Mobility Expo
      For international markets, Yamaha has introduced the NMax 125 Tech Max top-end variant. As the name suggests, the new NMax 125 variant gets multiple tech upgrades. However, the engine and other mechanical parts are the same as earlier. For India, however, Yamaha seems to be considering launching NMax 155.
      Yamaha NMax 125 Tech Max – What’s new?
      One of the key updates for Yamaha NMax 125 Tech MAX is a new 4.2-inch TFT dash. It is a full colour unit and allows users to choose from multiple theme options. Depending on the country, the new 4.2-inch TFT dash has Garmin navigation. It is free in countries where Garmin navigation is available.
      2025 NMax 125 Tech Max
      With the use of a Link Card Module, users can access a wide range of connectivity features. For example, users can view email, answer incoming calls, access SMS notification and listen to music. Another tech upgrade is a Type-C USB charger, located inside the front left pocket. On the right side, users can access a weatherproof storage compartment with a lid.
      This can be used to store small items such as wallets, keys, etc. User experience has been further improved with a keyless ignition system. As long as the smart key is with the user, there won’t be any hassle of inserting a physical key to start the scooter. The smart keyless ignition system also works to reduce the risk of theft.
      2025 NMax 125 Tech Max
      Yamaha NMax 125 Tech MAX complies with Euro5+ emission regulations. The carbon footprint is further reduced with the Start & Stop system. The engine automatically shuts off when the scooter comes to a standstill. To start the scooter, users just need to disengage the brake and twist the throttle. For those who care about the environment, Yamaha NMax 125 Tech MAX can be a preferred option.
      Improved styling
      Yamaha NMax 125 Tech Max scooter is better suited for everyday needs. For example, it gets a large 25-litres of underseat storage. This can be used to store a full-size helmet or other items such as groceries, gym gear or personal equipment. New Yamaha NMax 125 Tech Max scooter gets dual-eye projector headlights. These are accompanied with LED position lamps and integrated flashers.
      New NMax 125 Tech Max
      They combine to achieve a sporty and dominating presence for the scooter. At the rear, the scooter has stylish LED taillight and integrated LED flashers. For a premium feel, the NMax 125 Tech Max scooter gets black leather seat with gold stitching and suede detailing. Yamaha is offering two exclusive colour options for the scooter – Ceramic Grey and Dark Magma.
      No performance boost
      NMax 125 Tech Max scooter will be using the same 125cc engine, as offered with the standard NMax 125 variant. The liquid-cooled, SOHC, 4V/cylinder engine generates 12.2 PS and 11.2 Nm of torque. It is paired with a V-belt automatic gearbox. NMax 125 Tech Max has a telescopic fork at the front and unit swing rear suspension. Both ends have 13-inch wheels, with disc brakes. The scooter has a wet weight of 132 kg and a ground clearance of 125 mm. Seat height of 770 mm ensures optimal control and handling. More

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      New KTM 390 Adventure Bookings Start (Unofficially) Ahead Of Launch

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      KTM 390 EnduroWith KTM 390 Adventure S and 390 Enduro R, Team Orange is catering to enthusiasts and thrill seekers, upgrading from small bikes
      With Indian automotive market maturing, there is an increased demand for premium motorcycles. Majority of these buyers are upgrading from smaller motorcycles and aspire to own something bigger. KTM is among the OEMs catering to this niche with its 390 lineup, which just got larger with the introduction of new 390 Adventure and 390 Enduro.
      Team Orange recently unveiled 390 Adventure S and 390 Enduro R at India Bike Week event held in Goa. These motorcycles are set to launch soon and the company is expected to announce prices in January 2024. Ahead of launch, a few dealerships have commenced unofficial bookings for these motorcycles.
      New KTM 390 Adventure Bookings
      Ahead of an official launch, few KTM dealerships has commenced unofficial bookings of the upcoming 390 Adventure S and 390 Enduro R. These motorcycles are expected to launch soon and are some of the hottest and most anticipated launches in India.
      With excitement levels high among buyers, many would be tempted to reserve one for themselves. Getting a highly anticipated motorcycle at the earliest after launch is a nice thing. KTM dealers understand this and are accepting unofficial bookings from enthusiasts. Booking amount will vary as it is dealer-level.
      India-spec KTM 390 Adventure S, 390 Enduro R
      390 Adventure is getting a major generational update with all-new powertrains, improved cycle parts and revamped features. That said, 390 Enduro is the new motorcycle lineup from KTM which debuted at 2024 EICMA alongside 390 SMC. At India Bike Week in Goa, KTM showcased 390 Adventure S and 390 Enduro R.
      The new 390 Adventure S needs no introduction as it is the successor of a well-established adventure tourer. The S variant is below the fully loaded R variant but is well kitted out than X variant. 390 Enduro, however, is being introduced for the first time and was showcased only with the top-spec R variant.
      What do they pack?
      Depending on market reception, KTM might introduce more variants in the future for both Adventure and Enduro offerings. 390 Adventure S Adventure Tourer packs 21-inch front and 17-inch rear wire-spoke wheels, non-adjustable suspension, a tall windscreen, a semi-fairing for wind protection and a TFT instrument screen.
      390 Adventure S
      390 Enduro R, on the other hand, gets a smaller instrument screen, 21-inch front and 18-inch rear wire-spoke wheels, fully adjustable suspension with more suspension travel and is a proper off-roader. Both bikes are powered by the same 399cc liquid-cooled motor with 45 bhp and 40 Nm, mated to a 6-speed gearbox. More

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      2W Retail Sales Nov 2024 – Hero, Honda, TVS, Bajaj, Suzuki, Yamaha, Ola, Ather

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      Hero PassionThe two-wheeler segment showed off strong performance as it recorded double-digit YoY, MoM and YTD growth in retail sales
      As announced by the Federation of Automobile Dealers Associations (FADA), the two-wheeler segment has recorded outstanding sales growth. Sales in Nov 2024 improved by 26.67% to 26,15,953 units which was well over the 20,65,095 units sold in October 2024. The segment also posted a 15.80% YoY improvement from 22,58,970 units sold in Nov 2023.
      Taking into account year-to-date sales, the 2W segment saw a 14.04% growth to 1,32,59,744 units in the FY25 period. There had been 1,16,27,404 units sold in the FY24 period. New model launches, both in the ICE and electric segment have played a vital part in these improved sales.
      2W Retail Sales Nov 2024 – Hero at No. 1
      Hero MotoCorp topped sales charts once again with 9,15,468 units in Nov 2024. This was a marked growth from 8,04,498 units sold in Nov 2023. The company commanded a 35% market share. The new Hero Mavrick 440 and the upcoming Vida V2 line-up is set to contribute to efficient sales in the coming months.
      At No. 2, Honda also saw its sales surge considerably in the past month. Sales stood at 6,54,564 units in Nov 2024, well over 5,15,128 units sales in Nov 2023. Market share also went up to 25.02% from 22.80% YoY.
      2W Retail Sales Nov 2024
      TVS Motor has seen retail sales at 4,20,990 units in Nov 2023. This was a 54,094 unit volume increase from 3,66,896 unit sales in Nov 2023. 2025 TVS Ronin has just been unveiled. This upcoming model, prices of which are yet to be revealed, will be a direct rival to the RE Hunter 350 in its segment.
      Retail sales of Bajaj Auto also went up dramatically to 3,04,221 units in Nov 2024 from 2,75,119 units sold in Nov 2023. Bajaj Auto is now gearing up for the launch of the new Chetak electric scooter later this month. It promises to come with several feature updates over its current version along with improvements in range.
      Royal Enfield too saw its retail sales improve to 93,530 units in Nov 2024 from 83,974 unit sales in Nov 2023. Suzuki sales were at 91,972 units, up from 83,121 units on a YoY basis while Yamaha sales went up to 68,266 units in the past month, well over 64,133 units sold in Nov 2023.
      Ola Electric Sales Decline YoY
      In the electric two-wheeler segment, even as Ola Electric recorded sales well over that of Ather, the company suffered a YoY decline as retail sales stood at 29,204 units in Nov 2024. This was down from 30,073 units sold in Nov 2023. In Nov, the company also teased a new electric scooter with a removable battery which will be directed towards the last-mile mobility sector.
      Ather sales grew to 12,760 units last month. This was a significant improvement over 9,342 unit sales of Nov 2023. Greaves sales saw a marginal YoY growth to 4,469 units in Nov 2024 from 4,416 units sold in Nov 2023. Classic Legends too saw its sales increase to 4,148 units from 3,316 units YoY.
      Piaggio sales, on the other hand, declined to 3,154 units in the past month from 3,475 units sold in the same month last year. Other two-wheeler OEMs, which also included some EV makers, added 13,207 units to total retail sales last month. This was a marked decline from 15,479 units sold in Nov 2023. More

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      Ola to Ola Hain, Chetak Shola Hain – Says Rajiv Bajaj, As Chetak Beats Ola In Sales

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      Rajiv Bajaj at the launch of Chetak electric scooter. File photo.Rajiv Bajaj Declares Chetak the Best-Selling Electric Scooter, Reiterates Faith in Legacy Brands Over New-Age EV Makers
      In a significant milestone for Bajaj Auto, Rajiv Bajaj, Managing Director of the company, announced that their electric scooter, Chetak, has climbed to the top spot in the Indian electric scooter market. Speaking to CNBC-TV18, Bajaj shared that based on December VAHAN registration data, the Chetak has surpassed its competitors to become the best-selling electric scooter in the country.
      Bajaj Chetak Overtakes Ola
      “CNBC-TV18 is very lucky for me… my son Rishabh, who has been part of the Electric Chetak team for the past 2.5 years, told me this morning that based on December VAHAN registration data, our electric scooter Chetak is now the largest-selling electric scooter, not third largest, in the country. So, the award could not be better timed,” said Bajaj.
      This achievement comes as Bajaj Auto narrows the gap with Ola Electric, which had been holding the largest EV market share until November. Bajaj Auto and TVS Motor Company have been closing in on Ola’s lead in the fiercely competitive electric scooter market. Add to this, Bajaj is getting ready to launch new gen Chetak on 20th Dec.
      A Playful Jibe at Ola Electric
      While celebrating Chetak’s rise to the top, Bajaj couldn’t resist taking a playful dig at Ola Electric and its CEO, Bhavish Aggarwal. Commenting on the competitive landscape, Bajaj said, “Ola toh Ola hai, Chetak shola hai” — implying that while Ola remains a significant player, Chetak is a firebrand in the market.
      Ola Electric, led by Bhavish Aggarwal, has been dominating the Indian electric scooter segment for months, but the gap between Ola and its rivals has been shrinking. Bajaj Auto’s success with Chetak, alongside TVS Motor Company’s performance, reflects an increasingly competitive landscape in India’s EV market.
      A Proven Strategy: Betting on “BET” Over “OATS”
      This latest development adds weight to Rajiv Bajaj’s earlier remarks where he dismissed new-age EV makers as “OATS”—a reference to Ola, Ather, Tork, and Simple—while expressing confidence in “BET”—Bajaj, Enfield, and TVS. Bajaj famously said he would bet on BET rather than OATS, and this statement seems to be ringing true in the current market scenario.
      Ola Electric, which dominated the EV market until November, has registered declining sales, while Ather Energy is also witnessing challenges. Tork Motors is reportedly struggling for survival, and Simple Energy is still working on expanding its market reach. Meanwhile, legacy players like Bajaj and TVS have been steadily increasing their footprints by expanding dealerships and service networks, allowing them to gain an edge in the market.
      Expanding Networks and Market Share
      Bajaj Auto and TVS Motor Company have been steadily expanding their dealership and service networks, enhancing accessibility for customers across India, particularly in Tier 2 and Tier 3 cities where newer EV brands have faced challenges in establishing a foothold. Ola Electric, however, is not backing down. On December 20, the company plans to open 4,000 stores and service centers nationwide. Furthermore, Ola has ambitious plans for 2025, with multiple new product launches lined up, including electric motorcycles and electric rickshaws, signaling an intensifying competition in the EV market.
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      2025 TVS Ronin Unveiled Ahead Of Launch – New Colours

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      2025 TVS RoninThe same 225.9cc single-cylinder oil-cooled engine is carried over with 2025 TVS Ronin with 20.1 bhp, 19.93 Nm and a 5-speed gearbox
      One of India’s leading 2W and 3W vehicle manufacturers, TVS Motor, has just unveiled the updated 2025 Ronin at MotoSoul 4.0. This is a welcome update to TVS Ronin, which directly takes on Royal Enfield’s Hunter 350. Prices for 2025 TVS Ronin will be revealed in January 2025.
      Updated 2025 TVS Ronin Unveiled
      On the final day of TVS MotoSoul 4.0, the company unveiled new and refreshed 2025 TVS RONIN. Alongside an impressive display of innovation, diverse racing formats, and pioneering collaborations, TVS showcased 2025 Ronin with new colours at Vagator, Goa. 2025 comes with vibrant colours and graphics along with an update to its components.
      The new colour options are Glacier Silver and Charcoal Ember. These new colours replace Delta Blue and Stargaze Black options seen with MY2024. With this update, TVS aims for a better sales proposition than before to tackle immediate rivals like the popular Royal Enfield Hunter 350.
      Apart from the new colours, there are a few mechanical updates as well, but not for all variants. TVS Ronin continues to be offered in three variants – SS, DS and TD. With the 2025 TVS Ronin, mid-spec DS variant has been updated with dual-channel ABS, for more assurance to rider ensuring a safer braking experience.
      2025 TVS Ronin – Glacier Silver
      Up until now, only the top-spec TD variant got dual-channel ABS, while base SS and mid-spec DS variants only got single-channel ABS. That’s changed with 2025 Ronin. Now, the upgrade to TD variant over DS variant will give adjustable levers and TVS’ SmartXonnect connectivity suite with Bluetooth and navigation.
      Price To Be Announced
      Currently, TVS Ronin is priced starting from Rs 1.35 lakh (Ex-sh) for base SS variant, Rs 1.57 lakh (Ex-sh) for mid-spec DS variant and Rs 1.7 lakh (Ex-sh) for top-spec TD variant. With the 2025 Ronin, there could be an increase in price, especially with the mid-spec DS variant as it gets the updated dual-channel ABS.
      Other components like the USD telescopic front forks and rear mono-shock, single disc brake setup at either end, remain the same. Powertrain is carried over unchanged too. The 225.9cc single-cylinder oil-cooled engine makes 20.1 bhp and 19.93 Nm, mated to a 5-speed gearbox.
      2025 TVS Ronin – Charcoal Ember
      Statement from TVS Motor
      Commenting on the last day of the festival, Mr. Vimal Sumbly, Head Business – Premium, TVS Motor Company said, “TVS MotoSoul 2024, with its theme ‘Feel the Adrenaline, Feel the Inspiration, Feel the Groove,’ has been a true celebration of passion, creativity, and community.
      With every edition, we aim to elevate the spirit of motorcycling, offering exciting experiences for riders and enthusiasts alike. It is inspiring to see the motorcycling community thrive, and we remain dedicated to creating unique experiences that strengthen the bond between man and machine.”
      Also read – TVS’ new 300cc engine debuts More

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      Hero Mavrick 440 Mileage Test Report – Real World Fuel Efficiency

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      Hero Mavrick 440 Mileage TestConsidering the displacement and performance it packs, Hero Mavrick 440 mileage test results in real-world conditions are impressive
      India’s leading motorcycle manufacturer, Hero MotoCorp, needs no introduction. The company has an unmatched legacy in India and abroad with budget commuter offerings. Reliability, affordability, accessibility, fuel efficiency and economical running costs are the main forte of Hero and its budget commuters.
      Now, Hero has a proper big bike in their portfolio for the first time with Mavrick 440. But how much mileage (fuel Efficiency) can one expect out of Hero’s first big bike? Hero MotoCorp provided Rushlane with a review sample and here’s what the Mavrick 440 managed to eke out riding through a mixture of city (with traffic) and highways.
      Hero Mavrick 440
      Hero Mavrick 440 Mileage Report
      With the review sample provided by Hero MotoCorp, I embarked on a long weekend solo ride to experience Hero’s first-ever big bike. I took the motorcycle from my place in Pune to Chatrapati Sambhaji Nagar, then to Nashik and returned back to Pune in just two days. Mavrick 440 packs ample performance with a 440cc oil-cooled engine with 27 bhp and 36 Nm, mated to a 6-speed gearbox.
      Hero Mavrick 440 – Start Of The Test
      I was curious to find out just how fuel-efficient Hero Mavrick 440 is. So, I followed a proper tank-to-tank method. Mavrick’s fuel tank was filled to the brim and travelled across city traffic and highway run, including a few bad patches of roads along the way. After riding it for 192.5 km, I filled the tank back again to the brim, at the same spot as before, for a close-to-accurate reading.
      Hero Mavrick 440 – End Of The Test
      As seen in our mileage test run, Hero Mavrick 440 consumed 4.48L of fuel to cover 192.5 km. This was a surprising result as the mileage figure (fuel efficiency) turned out to be an impressive 42.96 km/l. It has to be noted that the majority of this ride was done on highways within a set speed limit of 100 km/h.
      Hero Mavrick 440 – Fuel Consumed
      Around 10% of this 192.5 km mileage was in the city with reasonable traffic in and around Chatrapati Sambhaji Nagar. Even on highways, throttle modulation was normal and I was not wringing it hard. Average highway speeds maintained across this ride were between 90 km/h and 100 km/h.
      Is the mileage good?
      Interestingly, bike’s instrument cluster showed a range of 451 km when the tank was filled to the brim. I felt like the Fuel gauge was generally inconsistent during my period with this motorcycle. In the city, especially in Pune traffic, I was getting around 25 km/l to 30 km/l, which is acceptable for a motorcycle of this displacement and performance.
      Hero Mavrick 440
      The sub 500cc premium single-cylinder motorcycle segment is gaining popularity and has been populated by multiple offerings across many brands. Royal Enfield has launched Himalayan 450 and Guerrilla 450, Bajaj-KTM duo has 390 Duke, 390 Adventure, RC 390 and Husqvarna Svartpilen 401, Bajaj-Triumph has Speed T4, Speed 400 and Scrambler 400X.
      Hero MotoCorp and Harley-Davidson partnership are crashing the party with Mavrick 440 and X440 respectively. Hero Mavrick 440 is the more affordable offering, while still offering the same basic ethos as X440, sans the brand factor and a few nice-to-have elements. With pricing as the key strength, Mavrick 440 even undercuts Royal Enfield’s Classic 350. More

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      150cc to 200cc Motorcycle Sales Oct 2024 – Apache, Pulsar, Unicorn, MT15, R15, KTM, Xpulse

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      TVS Apache RTR 200 4VThe 150-200cc motorcycle segment in India, often regarded as the bridge between commuter bikes and performance-oriented machines, witnessed a marginal decline in sales in October 2024
      The total sales for this segment stood at 1,80,003 units, reflecting a year-on-year (YoY) decline of 0.23% compared to 1,80,417 units sold in October 2023. While some manufacturers registered impressive growth, others experienced significant setbacks, showcasing a mixed performance for the segment.
      150cc to 200cc Motorcycle Sales Oct 2024 – TVS Apache Leads the Pack
      TVS Apache emerged as the leader in this segment, recording 50,097 units in sales—a YoY growth of 27.84% compared to 39,187 units sold in October 2023. The Apache series continues to attract enthusiasts with its versatile offerings, sporty design, and feature-rich lineup. Bajaj Pulsar, traditionally a strong player in this segment, experienced a significant setback with a 36.47% YoY decline. Sales dropped to 36,336 units in October 2024 from 57,198 units in October 2023. This sharp decline reflects increased competition and shifting consumer preferences within the segment.
      150cc to 200cc Motorcycle Sales Oct 2024 – YoY Comparison
      Honda Unicorn made headlines with an impressive YoY growth of 93.66%, selling 31,768 units in October 2024 compared to 16,404 units in the same period last year. The Unicorn’s robust performance underscores its appeal as a reliable and efficient commuter motorcycle, particularly in semi-urban and rural markets.
      Yamaha’s Mixed Performance
      Yamaha showed a mixed performance in the 150-200cc segment. The Yamaha MT 15 registered a stellar 53.45% YoY growth with 13,405 units sold, up from 8,736 units last year. However, the Yamaha R15, despite its sporty appeal, saw an 11.69% decline, selling 11,449 units compared to 12,964 units in October 2023. The Yamaha FZ remained relatively stable with a minor dip of 0.70%.
      150cc to 200cc Motorcycle Sales Oct 2024 – MoM Comparison
      The KTM 200 series saw an 18.79% increase in sales, reaching 4,028 units in October 2024 compared to 3,391 units last year. The KTM brand’s association with performance and adventure continues to resonate with young buyers seeking thrill and style. Hero MotoCorp’s offerings faced significant declines. The Hero Xtreme saw a steep 47.86% drop in sales, and the XPulse 200 fell by 24.37%.
      Similarly, Suzuki Gixxer registered a 7.12% decline, selling 1,814 units compared to 1,953 units last year. While the Unicorn excelled, other Honda models struggled. The Honda Hornet 2.0 witnessed a sharp decline of 65.51%, and the CB200X saw a 45.47% drop in sales, highlighting challenges in sustaining demand for these models.
      Month on Month Comparison
      In addition to the year-on-year comparison, a closer look at the month-on-month (MoM) sales performance reveals interesting dynamics in the 150-200cc motorcycle segment for October 2024. Total sales for this segment stood at 1,80,003 units, a marginal increase of 0.15% compared to the 1,79,738 units sold in September 2024.
      The slight MoM increase of 0.15% indicates that the 150-200cc motorcycle segment remains steady, with significant gains in some models balancing out declines in others. With popular models like TVS Apache, Yamaha MT 15, and KTM 200 showing strong growth, the segment is poised for continued competition and innovation. However, challenges remain for declining models, urging manufacturers to adopt dynamic strategies to sustain their market share. More