Bajaj Auto looking to rev up market share with roll out of new models

V Rishi Kumar Hyderabad | Updated on January 12, 2018 Published on January 12, 2018

The company, which now has a market share of about 17-18 per cent across various categories, is expecting to take it up to 25 per cent.

To launch Avenger Cruise range

Strengthening its portfolio of motorcycles with several new launches, Bajaj Auto is seeking to increase its market share from about 17-18 per cent to around 24-25 per cent this year.

Having introduced two new models under the Discover range of motorcycles, Bajaj Auto plans to add two new Avenger Cruiser motorcycles shortly and follow this up with several other launches during the year showcasing some of them at the Delhi Auto Show.

Eric Vas, President, Bajaj Auto (Motorcycles), said: “The company, which now has a market share of about 17-18 per cent across various categories is expecting to take it up to 25 per cent, with Discovery range alone adding 70,000 to 80,000 units per month as against about 10,000 per month now.” “We sell on an average about 1.7-1.8 lakh units per month of motorcycles and export almost around the same number to more than 60 countries. In fact, in about 30 countries, we continue to be market leaders,” Vas said.

Last year was tough for the two-wheeler market, with first quarter being impacted by demonetisation and later changeover from BS III to BS IV norms and then again with the implementation of GST. From the third quarter of the current fiscal, particularly November and December and later during the month so far, the two-wheeler segment has notched up good volumes.

Explaining the positioning of various segments in the motorcycle market, Vas said: “The executive segment still constitutes a very large segment of motorcycle market, both in urban and rural parts of the country. The launch of these two bikes — Discover 110 and 125 cc will significantly push up our presence in this segment.” Following the launch of new Discover range, Bajaj Auto showcased its new 2018 version of its performance motorcycles.

On display were the 2018 Dominars offered in three vibrant colours, the new Avenger Cruise 220 and Street 220 with contemporary looks, the Special Pulsar Black pack edition in 150, 180 and 220 cc with an all-new mean black look and sporty white alloys, and Bajaj V with a stylish backrest that adds to the pillion comfort of the motorcycle.

On being asked about if they would consider getting back to the scooter segment, which they once ruled, Vas said, “Every company has a unique way of looking at the market, and accordingly, appropriate models are offered.

“Our strategy has been to develop models that will have global impact. We chose the motorcycle specialist path and continue to focus on them.”

Published on January 12, 2018
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