In a strategic turn of events the country's largest two wheeler manufacturer, Bajaj Auto Ltd has decided to reenter the 100 cc  bike segment which it had earlier decided to exit. The company has announced that it will launch bikes in the 100cc segment and the admission is a bid to help the market to graduate to higher engine specification.

This decision is taken six months after the launch of a 125 cc variant of Platina.

Rajiv Bajaj said “We are looking at numbers above 20,000 units per month for this motorcycle.” The company has not specified any reasons for this change in decision, yet the numbers have their own story to tell. In the previous two fiscal, Bajaj’s sales in the 100cc segment have witnessed a free fall which was duly exploited by market leader Hero Honda. 

The year 2007-08, was one of the worst years for the two-wheeler industry in and Bajaj’s overall sales declined 20 per cent to 16.79 lakh bikes. Around the same period, Hero Honda witnessed a flat year with overall sales registering a 0.23 per cent growth.

An industry analyst said “to expect the 100cc segment to dissolve overnight and for consumers to reject Hero Honda bikes altogether was a little over the top, no matter how aggressively you price your own products. This is a diversified market and to capture it, you have to be equally focused in all segments at all points of time.”

Related Books:
Zen& Art Motorcycle Maintenance
Motorcycle Diaries of Che Guevara
Riding The Ranges: Travels on My Motorcycle

Add a comment

Posted by Amrith K.A on 25 May, 2009 2:17:01 PM IST #