DSK Benelli is confident that its launch of motorcycles in the adventure, city and retro-classic range in 2017 will help sustain its growth in the premium motorcycle segment.

Maintaining its premium positioning with a nuanced price point for the Indian market will help retain the Italian brand (made in China), an attractive product, according to Shirish Kulkarni, Chairman, DSK Motowheels Pvt Ltd, which assembles and markets the Benelli motorcycles in India.

With the four launches planned in 2017, the brand’s range will expand to 10 models — starting from 250cc motorcycles at about ₹1.5 lakh to over ₹ 12 lakh.

Sales targets

The company, in its second year, had targeted sales of about 4,500 units, and has already sold 4,100. It is confident of exceeding its target by March. Last year, it sold 2,700 units against a targeted 2,500.

Premium segment

The premium segment, comprising imported brands over 250cc, sells over 16,000 units a year, with leading brands being Harley-Davidson, Benelli, Triumph, Ducati and Kawasaki. Thes segment is growing about 35 per cent annually.

Benelli is a premium segment player that prices its products aggressively, targeting the youth. It is also rapidly rolling out its dealer network with over 24 outlets opened in the past two years.

By December 2017, it will have 40 outlets, Kulkarni said after the launch of its second outlet in Chennai on Wednesday.

Related Topics
comment COMMENT NOW