In a major development, TVS Motor Company has launched a new platform called ‘Built to Order' (BTO), offering factory customization and personalization options for its products. Customers will be able to customize their vehicles at the time of purchase, and the products will be built as per their preferences.

"This further strengthens the company's commitment to introducing first-in-class technologies and class-leading features in the segment," it said in a statement.

For customization, customers can pre-select different kits, graphic options, rim colour options and personalized race numbers for their 2-wheelers. Different kits offer a plethora of features to further accentuate performance and styling of the vehicles as preferred by them. TVS is also offering a special 'Race Replica' graphic inspired by its race machines, the company said.

The new business vertical will empower customers to customize and personalize their vehicles when making a purchase, which will be built directly at the factory as per their requirements. TVS's built-to-order platform will debut with TVS Motor Company's flagship motorcycle TVS Apache RR 310. Customers can select pre-set kits, graphic options, rim colour options and personalized race numbers.

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