TVS launched a 125 cc bike called "Phoenix"..
TVS Motor has launched a new 125 cc model called "Phoenix" today. This is probably the "Radeon" 125 cc concept which TVS spoke of during the 2012 Auto Expo. With it's 125cc "Flame" not moving out of showrooms, TVS virtually had no model at this category and price point till now. The Phoenix therefore should be an important model for TVS.
Source: Money Control
Just to educate that "Phoenix" is promounced as "Fe-nix" and NOT "Pho-Eee-Nix"..
..TVS will have to spend crores of Rupees
The Phoenix gets a 125cc, single-cylinder, air-cooled, "EcoThrust" engine which makes 11PS of power and 10Nm of torque. Gear box is a 4-speed affair. 67kmpl fuel efficiency is what the company claims. For features, the Phoenix has digital instruments with a service due indicator, low battery reminder, hazard lights, engine kill switch, LED pilot lamps, alloy wheels and a petal disc in the front. Priced at Rs 51,000 for the drum brake version and Rs 53,000 for the disc brake version Ex-Showroom Chennai puts it very close to Discover 125ST and CB Shine category.
But I see problems here for TVS:
[Problem 1] Styling: I mean come on.. apart from those BIG stickers on the tank which shout 125, I don't see anything here which will make anyone take a second glance.
[Problem 2] Name: Phoenix is a mythological bird which is (re)born out of it's own ashes. There the "Phoenix" name is actually symbolic as it means that TVS wants to forget the "Flame" episode and wants to make a success of of the new 125 cc bike.
But then just to make the common Indian aware that "Phoenix" is promounced as "Fe-nix" and not "Pho-Eee-Nix", TVS will have to spend crores of Rupees on extensive TV Ad Campaign. And even then there will always be many who will continue to mispronounce it.
[Problem 3] Competition:The Honda CB Shine is now a well established model/brand and the Discover 125ST looks all set to take the 125 cc game forward. Now what's new in the "Phoenix" here?
TVS seems to be clueless here. Any opinions?
- TVS Motor might tie up with BMW [Jul 2012]
- TVS @ 2012 Auto Expo: 125 cc Radeon Concept and official word of "Victor" to be relaunched [Jan 2012]
- 2012 Star City launched adopts Redesigned Corporate Logo [Feb 2012]
- Bike History: TVS Victor [2001-2007]- Why did the Victor Fail? [Jun 2011]
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