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Bajaj To Maintain Focus On Boxer, Discover, Pulsar


Bajaj Auto has been steadily increasing its market share worldwide. The company wants to become a global player and is thus focusing on exports to boost volumes. In the past few years, Bajaj Auto has tried many things and learned quite a few lessons. Now the company has chosen to focus on its three core brands, the Discover, Pulsar and Boxer. Thus in the future we can expect Bajaj Auto to launch more variants from thes brands, which account for a major chunk of sales for the Indian motorcycle maker.

While the Boxer hasn’t seen much success in India, Bajaj Auto finds this rugged motorcycle an apt offering in countries like Africa, where the demand for the Boxer has been overwhelming. The 150cc Boxer did not find many takers in rural India as buyers are still critical of fuel efficiency, thereby opting for lower capacity alternatives. The Discover is going to be Bajaj Auto’s weapon of choice in the commuter segment, while the Pulsar will be aimed at the performance segment.

Bajaj Auto will bring out more versions of the Pulsar, including faired and fuel-injected variants of the Pulsar 200 NS in the future. The Pulsar 375 is already under development and the company says it is just the beginning for the Pulsar franchise. We are yet to see a TV commercial for the Pulsar 200 NS but the Bajaj Auto will bring one out soon. The reason for not airing a TVC for the 200 NS can be attributed to the high brand value of the Pulsar name. The company believes the Pulsar 200 NS can sell without much marketing.

Bajaj Auto is going to concentrate on EBIDTA (profits) rather than volumes. The company plans to take the Pulsar global and will launch the 200 NS in Europe in the near future. The 200 NS will be retailed through KTM showrooms in Europe, priced attractively to lure buyers. The Platina and Avenger will not be given any update as Bajaj Auto is not planning to invest in old platforms, since the return is not much. Thus the Avenger getting Pulsar 200 NS’ 200cc, triple-spark engine can be ruled out.

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{ 8 comments… add one }

  • Akash February 3, 2013, 2:31 pm

    Good…. All the best Bajaj…

    Reply
  • Ben February 3, 2013, 4:36 pm

    Europeans will not buy viberating bikes.

    Reply
  • karikor February 3, 2013, 5:48 pm

    Bajaj may just find some takers in east European countries. And who knows, selling a decent product at half the price of the products present in their market, may just spell out some volume. And with their technological tie up with KTM, they may just start to make inroads after all. In a couple of years, I see the pulsar brand grow both as a brand but as well as in technology & cubic capacity.

    Reply
  • Sri February 3, 2013, 8:40 pm

    @Ben have you ridden Honda shine? vibration personified….

    Reply
  • No One February 4, 2013, 12:53 am

    Will be missing a cruiser :(

    Reply
  • Naveen February 4, 2013, 7:49 am

    As usual….stratergies of bajaj can be offered a punch line….Distinctly Confused !

    Reply
    • Crazy4 February 6, 2013, 2:42 pm

      Naveen u looks more confused……….. Bajaj is focusing on 3 brands thts so simple

      Reply
  • Harshad February 22, 2014, 12:23 am

    cumon bajaj u cant pull the plug on the most affordable yet awesome cruiser !!!!

    Reply

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