With the launch of the new portfolio of the Avenger cruiser bike, Bajaj Auto is targeting a large set of the audience and is also aiming at a higher market share.
Bajaj Auto recently launched a completely new and updated range of the Avenger cruiser bike in India. The earlier Avenger was introduced long ago and it was offered with only a 220cc engine and there were no other engine choice. With sales dropping to 4000 units a month and the bike becoming dated, the Pune-based manufacturer then came up with a refreshed model that comes with a whole lot of changes? But, apart from sales, what is the whole point of launching these new Avengers?
The two-wheeler segment that falls in the price bracket of Rs. 70,000-90,000/- is flooded with a lot of high-end commuter bikes like the Bajaj Pulsar, TVS Apache, Yamaha FZ and the likes but what the market was missing was some cruiser bikes. Sure, Royal Enfield serves that need perfectly but their bikes are priced relatively higher. Hence, Bajaj decided to tap in on the cruiser bike demand in this price range with the Avenger 150 and Avenger 220.
The Avenger 150 is targeted towards those who want a cruiser bike on a budget and will be satisfied with the power and efficiency of the 150cc engine. The bigger Avenger 220 is for those who want some more power from their bike. The Avenger 150 comes only in Street guise while the 220 model comes in Street and Cruise flavours. Bajaj feels that everyone has different tastes and hence these different styles will appeal to a larger set of audience.
The older Bajaj Avenger clocked sales of around 4000-odd units each month. With the launch of these new bikes, the company is targeting sales of 15,000 units a month, which translates to an increment of around 11,000 units a month which is a gain of at least 7-8% of market share. Overall, Bajaj’s share in the high-end bike market has gone up from 35% to 39% with the launch of the new Pulsars and the company is optimistic that the new Avengers will take it even higher.
Source – EconomicTimes.IndiaTimes.com