Bajaj is reportedly planning to do away with the Twilight Plum shade of its Dominar 400 citing low demand.

Bajaj Dominar 400
The Twilight Plum shade is still displayed on the Dominar 400 website

Bajaj’s flagship product, the Dominar 400, was launched in December last year after much anticipation. Based on the Pulsar CS 400 concept, it took two years for the Dominar brand to see the light of the day. Currently priced at Rs. 1.41 lakhs for the non-ABS version, it was originally launched with three colour options – Midnight Blue, Twilight Plum and Moon White. Recently, Bajaj also added a Matte Black colour option to the Dominar. However, owing to lack of demand, Bajaj is now reported to have stopped production of the Twilight Plum shade of the Dominar.

After the initial hype surrounding the motorcycle got over, sales have been on a downward spiral. With dwindling domestic sales of around 1500 units per month, Bajaj’s target of selling 10,000 Dominars a month (including exports) by year-end seems far-fetched. The automaker claims that Moon White (followed by Midnight Blue) has been the best-selling shade of the Dominar so far. While the Twilight Plum colour is a beautiful shade in itself, it doesn’t go well with the Dominar’s muscular styling and sporty intentions.

The Dominar 400 is positioned as a sports cruiser to go against the likes of the Royal Enfield Classic 350 and Mahindra Mojo primarily. The 373.2cc liquid-cooled engine used in the Dominar produces 35 BHP of power along with 35 Nm of torque. Though it shares its powertrain and other components with the KTM Duke 390, the Dominar has a calm nature and promises to be high on practicality. While frantic acceleration is not its forté, the Dominar comes with excellent cruising ability. Besides other features, an all-LED setup for the headlamps, tail-light and indicators is provided. The ABS variant is priced at Rs. 1.55 lakhs (ex-showroom, Mumbai).

While there is no official word from Bajaj on this matter yet, some dealers claim that dispatch of Twilight Plum shade has come to an abrupt halt. Fearing unsold bikes hogging their inventory, dealers are not ready to accept bookings for the Twilight Plum shade and instead persuade buyers to opt for other colours. Since the festive season is around the corner, one can expect Bajaj to launch a couple of new colours for the Dominar 400 to ramp up sales.

Dominar 400 Twilight Plum

– Bajaj mulls discontinuation of Dominar 400’s Twilight Plum shade
– Citing lack of demand, dealers are not accepting bookings for the colour
– Dominar 400 is available in a choice of 4 colours, including the newly-launched Matte Black

Bajaj Dominar Review Test Ride
According to Bajaj, demand for this colour has been low since the beginning