TVS begins Paddock premium motorcycle retail network, invites partners to join

TVS Motor Company has started building a new retail network called 'Paddock' to give its premium motorcycle business a separate identity. The company has now invited entrepreneurs and motorcycle enthusiasts to become partners in the network. TVS has opened this new route for those who want to run a premium bike business.

TVS announced the Paddock concept a few months ago, when a rollout between July and September 2026 was planned. The network will be separate from regular TVS dealerships. A separate sales, customer experience, service and aftersales system will be set up for premium TVS motorcycles and for Norton bikes. Paddock will offer sales, customisation and service of premium TVS bikes, including Norton.

Paddock showrooms will not focus only on selling bikes. They will offer a digital retail experience and a build-to-order personalisation facility for bikes, with a separate space for customisation, a premium community space and separate sections for merchandise and accessories. TVS has said a concept called 'swim-lane' will be used for product presentation. The showroom design was developed with Checkland Kindleysides, a London-based retail design agency.

Paddock could also prove important for Norton's expansion in India. The Norton Atlas and Atlas GT models are being added to the network. Premium TVS bikes such as the Apache RR 310, Apache RTR 310 and Apache RTX 300 are likely to be included as well. The network could later also be used for premium EVs and scooters.

However, TVS has not yet given official details on how much investment a Paddock partner will need, how much showroom space is required or what the partner margin will be. Full details of the security deposit, working capital, service bay requirements and the cities where Paddock showrooms will open first are also not yet out. The auto market is therefore watching this new experiment in premium bike retail closely.