The Pune-based Indian two wheeler king Bajaj is on top gear to deliver the largesse of its products. The company is gradually retaining its stability after the dismal shows in the last year. There will be entry into premium class bikes as the company is the second largest maker in India, after Hero Honda. Bajaj is now willing to pay more focus on the entry level which the company had kept in abeyance till Discover – 100cc- as the success rate of its Discover (selling 1 lakh units in just 50 days). Now, the company is seeking explorations for newer aspects similar to the strategy of Discover.
But the company wants to color its identity in the two wheeler market with premium products- 150cc and above- in which Bajaj’s Pulsar has a major chunk – 70%. That is, focus will be on bigger and sportier bikes at right time deliver, at an affordable aspect. Bajaj had the story about Pulsar with its launch of 150, 180,200, 220 series to please the customers. The current target is to sell one million Pulsar annually- in 150cc, 180cc and 220cc ranges.
This comes in the wake of its success in the mid market 125cc-135cc- two years ago inclduing by XCD125, Platina 125, Discover 135 and XCD 135. To meet the stiff competition from Yamaha, Suzuki and Hero Honda now Bajaj concentrates on premium bikes. Bajaj’s last year sale was a shortfall by 22.4%(1.4million units) despite the growth in the industry by 2.6% and Hero Honda mustering a growth of 12%(3.64 million units).