The second largest two wheeler major in the country by sales, Bajaj Auto, plans to double the number of its Bajaj Probiking showrooms which currently number at 21 to 42 outlets in the next two years.
“The Bajaj Probiking showrooms will definitely be one of the integral elements in our overall brand strategy to reinforce the image of Bajaj being a manufacturer of quality performance motorcycles in the country. It's the retail experience a dedicated biker feels when he or she steps into a Probiking outlet. It's a new space we have created and there's a lot of work to be completed,” said Amit Nandi, GM (marketing & probiking) of Baja Auto at the inauguration of the 5th outlet at the NCR in the capital and the 21st nationwide.
The company has invested Rs 150 crores so far in the setting up of the Probiking network and will continue to invest in the coming months. Nandi said 6 more Probiking outlets are nearing completion in different metros.
As part of its marketing strategy, Nandi said henceforth all high-end motorcycles from the company's stable like the Pulsar 200 cc and Avenger 200 cc upwards will be available only at the Probiking outlets. “In making Probiking outlets a den for bike enthusiasts all offering including those from Kawasaki, KTM and Bajaj will be sold exclusively at these outlets.”
On issues of branding Nandi said there will be clear differentiation. “While KTM models will be sold on the strengths of extreme performance for a niche audience of bike enthusiasts, Bajaj models will be sold on the performance plank to a mass audience.”
On plans for its lone scooter model Krystal 125 cc which sells at about 1000 units a month, Nandi said there were no immediate plans to increase sales volumes. “Krystal is here to stay. We do have plans for the scooter market and our offerings will be distinct. Right now our focus is on motorcycles which constitute about 85 per cent of the total two wheeler market.” Bajaj Auto plans to launch 5 new motorcycle models for 2009.
In January it launched the all-new XCD 135 DTSi which has sold 10,000 units and expects to sell double the number by end of the month. “Our February sales should look good on the strength of the XCD's performance.”
