With the launch of its Pulsar 135LS, Bajaj is aiming high to wrest a substantial share in the 125-150cc segment in India. The segment is currently in the hands of Hero Honda, India Yamaha and Honda Motorcycle and Scooter India. Pulsar 135LS is the next in the Pulsar series – Pulsar 220, Pulsar 150cc and 180cc all launched during April-November. Yet, Bajaj could not survive the decline of 5% in the 125-150cc sales in the same period. Now the company believes that the new Pulsar 135 will become the flagship for it and there will be a positive revival.
According to its GM (Mktg-two wheeler) the company aims to dispose some million units of Pulsars next year. The new bike is to cost Rs52010 and this bike will to least account resemble the original. Bajaj had to face the downfall in its hold- 48% from its 54% in the last year – due to heavy competition in this 125-150cc segment, which is mobbed by many two wheeler companies. This segment fetches them higher margin along with brand remembrance. It is to be noticed that Bajaj received a higher operating margin of 22% than Hero Honda’s 20% and Bajaj wants to capitalize on the sale of this new Pulsar, for which there would not be any competition in near future.
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