The Hindu Business Line : Bajaj Auto to launch Discover in a week

The latest offering from the Bajaj Auto stable is expected to hit the roads in a few northern States in September, followed by an all-India launch that will be staggered over two-three months.

Talking to Business Line, Mr R.L. Ravichandran, Vice-President, Business Development and Marketing, BAL, said the launch of Discover would trigger fresh volumes for the company in the executive segment, where the company's market share had been limited to 10 per cent-11 per cent. All that was holding back the launch was certain departmental clearances, he said.

The launch of the 125 cc bike is expected to give a fillip to the company's performance in a segment where it will have to compete for road space with Hero Honda Splendour and TVS Victor. The Bajaj bike sales in this segment had languished even as it carved out a leadership position in the entry segment with CT-100 that has sold 1,86,000 bikes since it was launched some 120 days ago.

"Clearly, we were suffering in the executive segment with a market share of only 11 per cent. The launch of Discover, priced in the Rs 40,000 - Rs 45,000 range, should take our share in this segment to at least 25 per cent by the end of this fiscal. The September launch of Discover would be limited to a few States. Meanwhile, we are ramping up our capacity for CT-100 from the current level of 60,000 to 80,000 by October-November," Mr Ravichandran said.

Bajaj Auto is keeping its fingers crossed on striking it big with Discover as it has been the mid-segment, comprising Caliber and Wind, that had not been shaping up in the company's product portfolio.

The company has also claimed pole position in the premium segment with Pulsar, which recorded a sale of 22,637 bikes in August.

The total sale of motorcycles from the Bajaj stable touched 1,06,745 in August, thus making it the third consecutive month in the 1,00,000 range.

This also marked a 40 per cent rise over August 2003 when the company sold 76,487 units.

The motorbike sales comprised almost 90 per cent of the company's total two-wheeler sales for the month at 1,19,895. The BAL three-wheeler sales in August stood at 19,848 units.

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