Bajaj Auto set to re-Discover itself with new launch

The forthcoming launch of the 125cc bike, Discover, signals a fresh start for Bajaj Auto in the largest segment of the motorcycle market.

The bike-maker is geared up to let go of its under-achievers in the segment by stopping the production of Caliber 115 in October 2004 and slowly riding the Wind 125 off the Indian roads by branding it a 'for export only' product.

Bajaj Auto also seems to have discovered a whole new strategy to finally get a grip on the executive segment "" the only segment where market leadership has remained elusive for the company.

This involves launching three different variants of Discover thus pitting it against the three market leaders in the segment "" Hero Honda Splendor, Passion and the TVS Victor GLX. The three variants will be priced at Rs 41,500-43,000, Rs 43,500-45,000 and Rs 45,500-47,000, and will come with significant feature-level differences.

Bajaj, which had a slow ride in the second half of last fiscal year, is revamping its entire product portfolio and the exercise seems to be paying off already.

The new CT-100 in the entry-level segment sold over 1,00,000 units in less than three months of its launch. Bajaj sold around 69,900 units of the Caliber 115 and Wind 125 in the first quarter of current financial year.

Further plans include fitting its 175 cc cruiser Kawasaki Eliminator with a 180 cc Pulsar engine, which will bring down the cost of the bike from the current Rs 87,000 to Rs 65,000.

Bajaj is collaborating with Kawasaki on two new models both of which will be launched next year. Industry sources also indicate that the company has already begun working on another offering for the premium segment where its Pulsar twins currently rule the roads. Bajaj is also working on a intermediate upgrade of the Pulsar, which will hit the rods before the year is out.