Analysis Of TVS Ronin: Why Is This Motorcycle Still Hunting Buyers?

TVS launched the Ronin in 2022 targeting classic motorcycle buyers. Being a blend of retro classic aesthetics and modern features, the Ronin boasts a neo-retro Scrambler look. The brand, however, calls the Ronin a tech-loaded modern roadster.

Launched originally in 2022, the Ronin motorcycle offered contemporary functionality with vintage and classic looks. It's block-patterned tyres and evocative old-school aesthetics give it a neo-retro Scrambler appearance. 

TVS is known to produce some of the most iconic sporty commuters of all time, the Apache series being the best example. The brand also has a long racing history and currently sells a proper sports bike, dubbed the Apache RR310. With the Ronin though, TVS wanted to play on Royal Enfield's turf by offering a modern and easy alternative to the Classic 350 and Hunter 350. 

Hence, we saddled on the TVS Ronin and decided to find out why this motorcycle is still hunting for the sales figures that it rivals repeatedly keep achieving.

The Ronin experience

The rider’s triangle on Ronin is upright, relaxed and comfortable. For reference, it felt very similar to the Royal Enfield Classic 350. Other similarities with RE or other retro motorcycles include the use of circular elements such as mirrors, turn indicators, instrument clusters, headlamps, etc. However, the similarity between these two motorcycles ends here.

We rode the Ronin for a while and found it very interesting. The motorcycle is flickable in traffic, thanks to its relatively light weight of 160kg. The upside-down front forks, set of 17-inch alloy wheels and riding aids like a slipper clutch along with brisk throttle response make the Ronin a perfect companion for daily office commutes or college runs. 

TVS Ronin’s 225cc motor produces 20 hp and 19.9 Nm of peak torque, which is adequate for most city rides. The low-end and mid-range is where the Ronin feels at home. When we tried riding it at high RPMs for a while, we felt vibrations and buzzing on the handlebar, footpegs and mirrors. The motorcycle has a claimed top speed of 120 kph and from our brief experience, we believe it can cruise between 90 to 100 kph on the highways with ease. It can go above 100 kph but the engine will be under stress and the NVH levels wouldn’t be pleasing.

What is wrong with Ronin then?

Now you may be wondering if everything is good, then why is this motorcycle struggling? Well, its struggle has not much to do with the product. The motorcycle on its own is a superb package. However, it is also confusing in many ways, it looks like a neo-retro but has a sitting posture like a cruiser. This is not the only con about this motorcycle, we feel there are a few other prominent reasons which have restricted Ronin from being a sensation. 

Lack of identity

From some angles, the motorcycle looks like a scrambler. The brand calls it a modern roadster. The rider's triangle and riding dynamics seem similar to a commuter motorcycle. The brand sells saddlebags, windscreen, tanks and an entire touring kit, indicating its capability as a tourer/cruiser. This multipersonality character of this motorcycle works against establishing a unique identity and leaves Ronin as a jack of all trades and master of none.

Super strong rivals

Most importantly, because of its launch timing and pricing, the Ronin competes directly with the Royal Enfield Hunter 350. This is one of the biggest reasons behind the lack of sales for this motorcycle. Royal Enfield currently dominates the market of retro motorcycles and any other player coming to this domain will have to go head-on-head with them.

TVS may have established Ronin in this segment by making it unique, not something that looks or sounds like the Royal Enfields.

TVS's pathetic after-sales

Another big reason why Ronin or any premium product by TVS is not appreciated enough is their pathetic after-sales support. We have thoroughly experienced the after-sales support of TVS and it has never been pleasing. We paid multiple visits for rectification of the same problem which TVS’s promising experts could not fix. Hence, anyone who has experienced the TVS’s service hesitates to purchase or recommend any other product by the brand.

Conclusion

The TVS Ronin on its own is a good city bike. But its confusing looks and improper market positioning have killed its chances of virality. Additionally, TVS’s poor after-sales support has worked like the iceberg in Ronin’s Titanic story. These hurdles along with the presence of plenty of tough rivals like the Royal Enfield Hunter 350 have made the journey tougher for the Ronin.