Yes, I have lost count of the number of Discover models which have come and gone but Bajaj Auto continues to play the number game, even when it comes to the number of variants on offer. Last year, when Rajiv Bajaj stated that 6 new Discovers would be coming, we were all found scratching our heads wondering what all could it be. After seeing the Discover 100M, we all know what’s expected. Not all new models but minor changes applied to existing variants to produce new Discovers. Doesn’t sound that interesting but it works, so who is complaining?
Bajaj Auto will launch a new Discover in the month of March 2014, which will be a 125cc model. We expect it to be the Discover 125M as the company already has the Discover 125 ST and Discover 125T on sale. The Discover 125M will sit below the Discover 125T in the company’s portfolio. Bajaj Auto feels 90% sales of the Discover will come from the 100M and 125M as both models are positioned as mileage bikes offering low running cost to buyers. The automaker is betting on 50% increase in Discover sales in the first half of the year.
This won’t be an easy sales target to achieve as competition in the 100-125cc segments is very intense. New entrant, the Mahindra Centuro has shaken established rivals while the 125cc Discovers will see some tough competition from the upcoming Honda 125cc Dream series bike. Bajaj Auto’s positioning in the commuter segment hasn’t worked, people are not getting swayed by mileage as they opt for more reliable products like the Hero Splendor and Honda Dream Yuga. Meanwhile Bajaj dealers aren’t in the know about the upcoming models and sales have seen stagnation, dealers feel there are just too many models which confuses the buyers.