TVS Phoenix to launch late September

Facing stiff competition from Japanese players like Honda, country's largest two wheeler maker Hero MotoCorp and Bajaj Auto, TVS Motor Company has planned to launch a new product every quarter, a top company official said today. The first in this initiative would be the 125cc motorcycle Phoenix, expected to hit the roads later this month, TVS Motor Company Chairman Venu Srinivasan said at company's 20th Annual General meeting here. "We had some issues in motorcycle (segment). We were competing with top players across (various) models. We will consolidate our position in next 15 months with several launches. We will have a new product every quarter," he said.  Related: TVS to launch four bikes in 2012 - 13He said the company's 125cc motorcycle Phoenix would be introduced later this month. "We did not have much presence in this segment. We hope it will change the position of TVS Motor Company (after the launch)," he said. According to company officials, in the 125cc segment TVS Motor Company has TVS 'Flame' competing with Honda's CB Shine, Hero's Super Splendour and Bajaj Discover. TVS Motor Company offers 110ccTVS Star City, TVS Sport, auto-clutch TVS JIVE and 160cc Apache in the premium segments. As part of reducing costs, Srinivasan said the company also plans to simplify the parts during the next three years.