2014 Bajaj Discover F150 Render

Even with almost every two-wheeler manufacturer trying to grab a major chunk of market share in the scooter space, Bajaj Auto has chosen to trail on a different path with its range of vehicles. Over the past years, the scooter market has grown by ten-folds with the Honda Activa leading the bandwagon. The Activa even managed to topple the sales of the Hero Splendor, which only goes to show the sheer demand for automatic scooters in the Indian market.

Most famous for the iconic Chetak scooter, Bajaj has introduced scooters like the Krystal and the company could not really get it going in the segment. However, as per Bajaj Auto’s new strategy, the manufacturer will be concentrating on establishing its existing brand line-up in the motorcycle space, instead of starting from scratch in the scooter segment. Despite the market boom in the scooter space, the company feels it has a better understanding of the motorcycle segment and can make amendments to its commuter Discover range to rebuild market share.

As part of the launch program scheduled for the second half of the year, Bajaj Auto will bring the new Discover in the commuter segment that is scheduled to be launched by the of this month. A 150cc version of the Discover brand, the motorcycle is likely to be called as the F150 and will be semi-faired motorcycle targeted at the premium commuter segment. The Pune based manufacturer feels that there is a lot of scope in the commuter that largely comprises of only 100cc motorcycles. Bajaj is optimistic that even if 80 percent of the market still chooses to opt for conventional commuter motorcycles, the 5 percent will want to stand out with their choices and will opt for the Discover F150 instead.

This loosely translates sales into 30,000 units per month for Bajaj in the world of 6 lakh commuter motorcycles sold every month. Bajaj also clarified that the new Discover 150 will be a completely new bike, albeit with the overall styling similar to the Discover 125 ST. The 150cc engine option on the other hand is not known as yet. Positioned below the Pulsar 150 in Bajaj’s line-up, it is unclear whether the company will use a de-tuned Pulsar 150cc motor or will introduce an all-new engine on the new Discover.

Bajaj states that the company wants to build the customer mindshare with the Discover. In order to do so, the company will have to sell at least 70,000 units of the new Discover 150 monthly to establish a positive brand image for the Discover series that will help build volumes once again. The company has also been expanding internationally in markets like Nigera, Uganda and Angola with the Boxer 100 and 150 motorcycles.

2012 Bajaj Discover 125ST Front

Source – Business Line