BSA Motors, a Strategic Business Unit of Tube
Investments of India (TII), part of the Rs 9582 crore (USD
2.4 billion) Murugappa Group has recently launched five
models of BSA eScooters ie, Smile, Diva, Street Rider,
Roamer and Roamer+ in Chennai with a price range between
Rs 29,000 to Rs 37,000.
The e-Scooters are manufactured at the BSA Motors new
plant in Ambattur, with an investment of Rs 200 million
for the first phase. BSA Motors announced Actress
Tamannah, the rising star in south Indian movies as the
brand ambassador for BSA eScooters, to create strong
linkage with the target audience of the age group
between 14 to 30 years.
The five models of the BSA e-Scooters :
Smile - The most competitively priced e-Scooter in the
country for the age group of 13 to 18 years; 250 W, top
speed of 25kmph. License and Registration is not
required for riding this eScooter
Diva - First e-Scooter designed exclusively for
girls in the age group of 16 to 20 years; 250 W, top
speed of 25kmph. License and Registration is not
required for riding this eScooter
Street Rider - Unisex sportz model from teen to
twenties; 250 W, top speed of 25kmph. License and
Registration is not required for riding this eScooter
Roamer - For working men and women for the age
group of 18 to 25 years; 500 W, top speed of 40kmph,
requires license and registration.
Roamer+ - The Family eScooter; 800W, top speed of
45kmph, requires license and registration
Speaking on the occasion, Mr M M Murugappan, Chairman,
Tube Investments of India said, “We see our entry into
the electric two wheeler markets as a logical extension
of our current business, from bicycles to electric
two-wheelers. The eScooters is presently a Rs 450 crore
market in India and the industry is expected to double
in a year’s time. BSA’s foray into the eScooters
category helps us to expand our portfolio in the
two-wheeler market. He also added, “BSA eScooters will
undoubtedly be the next big success from TII.”
The Ambattur plant has an initial production capacity of
150 eScooters a day which can be ramped upto 300 units
per day as and when required. The Ambattur plant will
have facility for painting, assembly and testing of
eScooters. Key parts like motor, controller, battery,
lamps, wheel discs, tyres & tubes have been sourced from
reputed automotive vendors. The plant is equipped with
State-of- the-Art technology with comprehensive full
vehicle performance testing with a test track, motorized
conveyor assembly line with modern assembly tools.
Speaking on the occasion, Mr Arun Alagappan, Senior Vice
President, BSA Motors, said, “BSA Motors, a Strategic
Business Unit was consciously formed to ensure focus and
attention to the growing eScooter market in India. The
BSA marketing team is constantly tracking leading style
and fashion trends among the youth and their way of
life. Hence, care has been taken on every aspect of the
marketing mix to suit it to the target group. He also
added, “Our initial thrust will be in the south Indian
market and would be accessible with wide range of
dealership network shortly.”
The BSA eScooters are certified by Automotive Research
Association of India (ARAI) to be used in public roads
in India. Maintenance free batteries and motors make BSA
eScooters 100 per cent trouble free. The BSA eScooters
have an efficiency of 82- 85 per cent in comparison to
petrol run vehicles which has an efficiency of 35-38 per
cent.
BSA Motors has carried out extensive market research to
understand customer preferences in terms of features,
colours, graphics and product names. The products have
been specifically designed to suit Indian conditions.
Every model has gone through extensive tests and
validation to suit to the Indian roads and weather.
The unique features of these eScooter models are its
protective safety switch, twin passenger foot rest,
ergonomically designed seats, great storage space, side
reflectors and many more innovative features that are
not currently available in the market. The forte of BSA
Motors lies in product design and top notch quality. Out
of the five models, three models are in 250 watts, one
in 500 watts and one in 800 watts.
