Bajaj testifies the Pulse and Discovers the market
The future months will see more models of Pulsar and Discover rushing out the Bajaj plant. At the same time, there is equal spirit in phasing out of existing models as the company has already locked the handbars of 4 models in just 4 months. The reason cited is the less demand for these models- Platina 125, XCD 135 belonging to executive segment of 110cc -135cc and this precedes the phasing of XCD 125 and Pulsar 200 models some months ago. As a result there won’t be any range in XCD brand (which won fame at the launch two years ago) taking the current portfolio to 8 bikes and a scooter.
Within a few days, Kristal scooter and Platina 100 will also find their exit from the market. This is in sharp contrast to the market leader Hero Honda who has 15 models ranging from 100cc – 225cc along with automatic scooter Pleasure. To retain a stable market for it, Bajaj intends to focus new brands of Pulsar and Discover- economy bike 100cc, executive bike 135cc respectively. Refined versions of Pulsar 150,180, and 220 will also be focused.
Bajaj affirms that the new Pulsar 135 will be superior to Platina 125 or XCD 135 in terms of style and brand image. Bajaj had faced a tough time with the Platina 135 and XCD 135 in sales compared to Pulsar or Discover both procuring better margin for the company. XCD 125 was targeted 50000 units a month but could fetch sale of just 20000 units a month.
The downfall came by means of cannibalization from Pulsar and from other bikes of other companies. The phasing, however, is indicated as a temporary measure to push the Pulsar ranges, said an official of the company. The target for Bajaj’s Pulsar ranges in 2010-11 is one million units of which nearly 45% will be derived from the new range.