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TVS Star City: From Market Leader To Sales Decline Amidst Evolving Preferences
TVS bikes were once a favourite in the Indian market, especially among middle-class first-time buyers who appreciated their affordability and durability. However, the company's recent sales figures paint a different picture.
According to TVS's April sales report, the company saw a 15% increase in domestic sales and a 29% overall growth. Models like Jupiter, Raider, Apache, and XL are performing well, attracting a significant number of buyers.
However, one particular model, the Star City, has experienced a drastic decline in sales. In April, only one Star City was sold, compared to 12 in March, representing a 99.98% drop.
The Star City was once a top seller for TVS, with 4627 units sold in April 2023. But now, it seems buyers have lost interest.
Currently, TVS sells an updated version called the Star City Plus. This model is not only sold in India but also exported internationally. However, it remains the company's worst-selling bike.
TVS has stopped production of the Star City for the Indian market and is only selling existing inventory, which is dwindling in most locations.
Despite the remaining stock, sales are slow, leaving TVS struggling to find buyers. While the Star City once had a good reputation, newer and more advanced bikes have overshadowed it, leading consumers to choose other options.
The TVS Star City featured a 109.7cc engine with 8.19 PS power and 8.7 Nm torque, paired with a 4-speed gearbox. It could reach a top speed of 90 kmph and offered an impressive fuel efficiency of 83 kmpl. The 10-litre fuel tank allowed for a range of 830 km on a full tank.
The bike also featured disc brakes, tubeless tyres, and was available in two variants and eight colour options. It was the first in its segment to come with an LED headlight and weighed only 116 kg.
DriveSpark Thinks
Many first-generation bike buyers preferred the Star City for its affordability, fuel efficiency, and ease of riding. However, evolving consumer needs have led to a decline in its popularity. It is likely that the Star City will soon be discontinued.
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