The TVS Scooty is a brand of scooters made by TVS Motor Company of India and marketed mainly to women. In 2009 it was the largest-selling brand among scooters aimed specifically at women buyers, selling about 25,000 units a month, against about 60,000 a month for the overall top-selling scooter in India.
TVS Scooty at a glance
| Maker | TVS Motor Company, India |
|---|---|
| Class | scooter brand, marketed mainly to women |
| First model | Scooty ES, 60 cc, 1996 |
| Repositioning | aimed at women from 1996 |
| 2009 sales | about 25,000 units a month |
| Models | ES, Pep, Pep+, Teenz, Streak, Zest |
| Rider training | TVS Scooty Institute, 80 locations, 42,000 women trained |
| Streak | launched March 2009 |
| Zest | 110.9 cc, 8.7 hp, launched 2014 |
The article is based on one source, the English Wikipedia page on the TVS Scooty.
History of the TVS Scooty
Origins and repositioning
The Scooty was first conceived as a scooter for both sexes, but sales over the first two years showed that more women were buying it than men. In 1996 TVS repositioned the Scooty to target women. It was seen as a risk, since the large majority of Indian two-wheeler riders were male, but the company chose to tap the then nascent segment of women riders. Over the following decade the Scooty range grew into several models for different parts of the market: the Scooty ES 60 cc of 1996, the Pep 75 cc of 2003 and Pep+ 90 cc of 2005, the Teenz 60 cc of 2007, the Streak 90 cc of 2009 and the Zest 110 cc of 2014, all with self and kick start.
The model range
The Scooty Streak was launched in March 2009 with LED tail lamps, external fuel filling and an easy-to-use centre stand, made specifically for young women; its 90 mm wide anti-skid tyres were made from a wet compound for stronger grip in wet weather. The Scooty Pep Plus of 2005 had a light-weight body, a choice of 99 colours and was easy to drive. The Scooty Teenz of 2007 was also released in an electric edition designed for young women travelling short distances, able to carry a 130 kg load with a pillion rider for up to 40 km per charge, and it had a mobile charger. The Scooty Zest of 2014 came with a 110.9 cc engine producing 8.7 hp and 8.8 Nm of torque, electronic fuel injection, a CVT transmission, a dual seat, an LED tail light, a foldable footrest and alloy wheels.
Marketing to women riders
In 2009 TVS Scooty began providing two-wheeler riding training to women in small and large towns across India to enlarge its target market, since fewer than 2% of Indian women in the 15 to 60 age group of potential two-wheeler buyers actually bought a scooter. The campaign, called Women on Wheels: Building the Riding Habit and later renamed the TVS Scooty Institute, reached 80 locations and trained 42,000 women to ride a two-wheeler; about 20% of the women trained at the institute bought a TVS Scooty. The campaign won the EMVIE from the Ad Club Bombay for campaign innovation.
On screen and on television
The Scooty range benefited from product placement in Bollywood films and Indian television serials, as a prop or sometimes as part of the plot. In the 2008 film Ghajini, Asin Thottumkal rides a TVS Scooty Pep+ in the role of Kalpana; it also appeared in Chance Pe Dance with Genelia D’Souza and in Sunday with Ayesha Takia. In Rocket Singh: Salesman of the Year (2009), Ranbir Kapoor’s character reluctantly rides a bright pink Scooty Pep+ bought for him by his father, played by Prem Chopra, and the scooter becomes central to the plot. TVS Scooty also supported the MTV Scooty Teen Diva contest; the 2009 edition drew over 3,000 applicants, 11 of whom took part in a 15-day shoot televised as an eight-episode series on MTV India in July and August 2009.
Design and features
- Women-focused positioning: the range was aimed at women riders from 1996.
- Light weight and easy driving: the Pep Plus was sold in a choice of 99 colours.
- Streak details: LED tail lamps, external fuel filling and anti-skid wet-compound tyres.
- Zest equipment: electronic fuel injection, CVT, LED tail light and alloy wheels.
- Rider training: the TVS Scooty Institute trained 42,000 women at 80 locations.
TVS Scooty versions
- Scooty ES (1996): 60 cc, the first of the range.
- Scooty Pep and Pep+ (2003-2005): 75 cc and 90 cc models.
- Scooty Teenz (2007): 60 cc, also offered as the Teenz Electric.
- Scooty Streak (2009): 90 cc, designed for young women.
- Scooty Zest (2014): 110.9 cc with fuel injection.
The Scooty range was joined by the larger TVS Wego, and the company’s motorcycles include the TVS Apache and the TVS Flame. More models are in the TVS collection.
Video: 2014 TVS Scooty Zest | First Ride Video Review | Autocar India
Video on YouTube.
Sources
- TVS Scooty, English Wikipedia: history, models, marketing, product placement
