Bajaj Auto tops Entry level & Sports Motorcycle Segments

Bajaj Auto has capped off the past year with a string of successful launches. Each of them was according to the plan the Chakan based motorcycle major had shared with analysts, towards the end of 2014. While the motorcycling industry on the whole struggled on the sales front, Bajaj Auto not only contributed to the overall growth of the industry, but it also added a few personal wins as well.

In the entry-level segment, the company increased its market share by over 13%. This was following two new launches, that of the CT100 and the Platina ES. With the CT100, Bajaj Auto focussed on the demand for a no-frills commuter motorcycle beyond the metros and in the smaller markets across the country. Bajaj Auto reduced the entry barrier in the 100cc segment by launching the CT100 at an attractive price of INR 35000. On the other hand, they focussed on the need for maximum fuel efficiency, not just under standard ARAI conditions, but in the real world, and launched the Platina ES. The result is that the Platina holds a 7-10 km/l advantage over the rest of the competition in the 100cc entry-level segment.

Moving up on the aspirational and pricing front, Bajaj Auto introduced the new range of Avenger cruiser motorcycles in November last year. By December, the company had sold over 20,000 units (all three models combined), out of which over 18,500 units were sold to customers. Thus, the revamped line-up of Avengers (Cruise 220, Street 220 and the Street 150) got off to a strong start on the sales front. So much so, that the company’s market share which had already gone up from 44% to 46%, shot up to a further 53% following the launch of the new Avengers.

With the Discover brand, the company admitted that it had faltered a bit. The brand had begun to straddle multiple segments, stretching itself thin in the bargain. Recognizing the error in their ways, Bajaj Auto began streamlining the line-up. For now, the Discover family will focus on motorcycles in the 125-150cc engine capacity.

Bajaj Auto was also busy with growing the Pulsar range of sports motorcycles. Enthusiasts have embraced the RS200 warmly, responding positively to Bajaj offering the motorcycle with ABS in one of the variants. In-fact, over 50% of Pulsar RS200 customers are opting for the ABS-equipped variant, reiterating the company’s belief that there is indeed a strong demand for the right motorcycle with the right levels of kit. The company also launched the Adventure Sport Twins (AS200 & AS150), and it is likely that we shall see a full-blown off-roader with Adventure Sport branding, sometime in the near future.

Speaking on the occasion, Mr Eric Vas, President (Motorcycle Business) at Bajaj Auto said, “In a challenging environment for the automobile industry, Bajaj Auto maintained positive momentum as a result of a well-crafted strategy – Superior Customer Value through Differentiated Products and Strong Brands.” Mr. Vas also spoke briefly on the emissions compliance of the current portfolio of Bajaj Auto’s products. The RS200, he shared, is the same version as that sold in key International markets like Russia & Turkey. Thus, the motorcycle meets all the major emissions norms that are under consideration in the next couple of years. For the rest of the line-up, he shared that Bajaj Auto would have no major difficulty in meeting the said emissions norms being considered.

For 2016, Bajaj Auto has now set its sights firmly on the Executive segment, having dominated the entry level and sports segments in the previous year. The company is gearing up to introduce a whole new sub-brand focussed on the same in the first quarter of the year. In-fact, the company is expected to make an announcement to this effect along with another surprise by the end of the month. Stay tuned!