Bajaj auto targets growth in motorcycle market

After having registered a negative growth in motorcycle market last year when the domestic motorcycle industry grew by around 3% , Bajaj automobile(India’s second largest two wheeler manufacturer) plans to reverse the trend this year.

To reverse the trend, Bajaj auto this year not only would phase in ‘value to their existing   products’, launch new products but also focus on rural market.

According to Raul Raj Verma National Sales Manager, Bajaj Auto (North &East) the economic downturn previous year had impacted the sales of Bajaj motorcycles in big way.

The downturn hit the sales of motorcycles placed in premium category as customers became wary of their spending and also auto financing that is major sources of sale for two wheeler companies were hit.

Verma added that this year Bajaj auto was looking to reverse the trend and increase their market from 20% in the domestic motorcycle market.

The company would focus on evolving the existing range of bikes and also target the rural market, since urban market was registering flat growth. Bajaj recently had launched the evolved variety of their performance segment bike Pulsar 220.

Verma today announced the launching of their new 100 cc Discover DTS-Si motorcycle which is their second 100 cc motorcycle after Platina.

The new 100 cc Discover ‘Digital Twin Spark- Swirl Induction’ version 2.0 engines, would offer a mileage of 80 km/l under actual driving conditions.

Other features of Discover DTS-Si includes electric start, nitrox suspension, longest wheelbase in 100 cc segment, 5 speed gear first in 100 cc segment and maintenance free battery.

Verma added that with rising fuel prices the bike would hold relevance for cost conscious customer. The production of bike would start from Chakkan Plant in Maharashtra from July 17.Later on the company plans to start the production of bikes from their facility in     Pantnagar (Uttrakhand) also.

Through launch of the new products Bajaj is aiming to increase their domestic monthly sales of motorcycle to 1.5 lakh from existing 1.10 lakh per month.

Verma maintained that Bajaj auto would be aggressively eyeing the rural market as well since growth of motorcycle industry in urban market was almost flat.

Products like 100 cc Discover DTS-Si could well attract the attention of prospect buyers in rural areas. The company would be thrusting on providing financing schemes to their customers in rural areas both via in house financing viz Baja Auto Finance Limited as well as making finance available through other financing sources as well.