Bajaj Auto unveiled the all new Discover 100M model in Pune last week which is slated to be a game changer for the company. The Discover 100M will take on Hero MotoCorp’s irrefutable top-selling Splendor and Passion brands. The new Discover is the fourth model launched by Bajaj Auto, based on a new platform. It comes after the arrival of the 125 ST, 100T and 125T variants of the Discover. In addition to these, Bajaj Auto will get underway with two more Discover models in the span of next six to eight months to close in on the gap with Hero MotoCorp.
Hero MotoCorp’s Splendor has managed a monthly sales average of 1.7 lakh units in the first half of the financial year 2013-14 whereas Bajaj Auto has managed to maintain an average of 85,000 units sales from its Discover range in the same period. Yet, it is the Discover 100M model on which the company is betting big to take on rival Hero MotoCorp’s Splendor and Passion motorcycles. The Discover 100M is priced aggressively between Rs. 45,996/- to Rs. 49,000/- which also directly rivals Honda’s new 100cc motorcycle, the Dream Neo.
Bajaj Auto noted immense growth in the commuter segment when it first launched the Discover series four years ago. It has witnessed incredible rise in sales numbers. Yet, Hero has continued to dominate given the fact that it also had to part ways with its 26-year old partner, Honda. Bajaj Auto truly believes it is the Discover 100M that will rake up desired sales numbers being a stronger product from the Discover series with a better brand clarity.
Hero has always been associated with incredible mileage and Bajaj Auto has realised the same and claims to have made noticeable changes in the new Discover 100M to give it an extra edge over rival models. The motorcycle is not only mileage oriented but also makes a bold statement with higher power output and extra features. The 100M is more advanced than its rivals and hence more likely to appeal to the younger generation.
Bajaj Auto has had presence in the entry-level 100cc segment with the Discover 4G and at the top level of the 100cc segment with the Discover 100T. The gap in between these models accounts to nearly 45% of the gross motorcycle market. The Discover 100M will bridge the gap for Bajaj Auto and will definitely help rake in better volumes of which it was devoid until now due to the gap in the model range. The Splendor which has been the largest selling motorcycle in years has sold more than 2 million units in the last fiscal while the Passion has sold nearly 1.3 million units.
The top three selling bikes during the first half of this fiscal year have all been from Hero MotoCorp’s stable with the Splendor selling 10,39,006 units which is clearly twice the number of units Bajaj managed to sell of the Discover (5,01,270 units) in the same period. Another motorcycle from Hero’s stable, the HF Deluxe, alone has managed to sell 5,07,397 units which accounts to more than the entire Discover series sales in the same period. This clearly indicates the herculean task Bajaj Auto faces in order to propel past Hero MotoCorp in the entry level 100cc segment.