Indian motorcycle brands are transforming global riding culture through strategic partnerships, affordable performance, and manufacturing excellence.
08 Jan 2025 | 4691 Views | By Aniket Katdare, Ipsos UU
The Indian two-wheeler market has undergone a remarkable transformation over the past few decades, evolving from a domain dominated by 150cc commuter bikes to a vibrant and diverse landscape featuring a range of high-performance motorcycles. This transformation has not only reshaped the domestic market but has also had a profound ...
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The Indian two-wheeler market has undergone a remarkable transformation over the past few decades, evolving from a domain dominated by 150cc commuter bikes to a vibrant and diverse landscape featuring a range of high-performance motorcycles. This transformation has not only reshaped the domestic market but has also had a profound impact on global motorcycling trends.
The Rise of Affordable High-Performance Motorcycles:
Initially, the Indian motorcycle market was primarily focused on 150cc bikes, which were popular for their affordability and fuel efficiency. Models like the Bajaj Pulsar and Hero Honda CBZ dominated the roads, becoming household names due to their reliability and easy maintenance.
However, as consumer preferences evolved, there was a growing demand for motorcycles that offered more power and performance. This demand was adeptly met by the introduction of higher-cc motorcycles. A prime example is the KTM Duke 390, a game-changer in the market.
Manufactured by Bajaj Auto in India, the Duke 390 offered impressive performance at a competitive price point, making it accessible to a broader audience. Its success was not confined to India alone; it became a popular choice in global markets such as Europe, the USA, and Australia, where it was appreciated for its agility and power, particularly in urban settings.
Strategic Collaborations and the Entry of Global Players:
Recognising the potential of the Indian market and the expertise of local manufacturers, several international brands started forming strategic partnerships with Indian companies. These collaborations resulted in an influx of high-quality motorcycles in the 400cc segment, which were competitively priced due to local manufacturing.
One notable partnership is between TVS Motor Company and BMW Motorrad, which led to the creation of the BMW G 310 R and its adventure sibling, the G 310 GS. Both models are manufactured in India and have been well-received globally, especially in markets like Europe and North America, where they are praised for their build quality and value-for-money proposition.
Another successful collaboration is between Bajaj Auto and Triumph Motorcycles. This partnership has paved the way for the development of mid-capacity motorcycles that blend Triumph's iconic design and engineering with Bajaj's production efficiency.
Harley-Davidson's alliance with Hero MotoCorp is another example, aimed at developing and selling premium motorcycles in India and other emerging markets. This partnership highlights the strategic shift of global brands looking to leverage India's manufacturing prowess to expand their product offerings.
Royal Enfield: Redefining 'Pure Motorcycling'
Amidst this evolving landscape, Royal Enfield has carved out a unique niche with its 'pure motorcycling' philosophy. By focusing on simplicity, adequate power, and a rich sense of history, Royal Enfield redefined what it meant to ride a motorcycle. Models like the Royal Enfield Classic 350 and the Interceptor 650 have become global sensations.
The Interceptor 650 has won several awards, including prestigious "Bike of the Year" awards in the UK, thanks to its blend of retro charm and modern performance. Royal Enfield's success has not only boosted its brand image but also helped alter global perceptions of Indian motorcycles. They are now seen as reliable, easy to own, and offering great value for money, appealing to both new riders and seasoned enthusiasts seeking an authentic riding experience.
A New Wave of Motorcyclists:
The shifting dynamics in the Indian motorcycle market have had a ripple effect, attracting a new demographic of buyers who had previously been hesitant about motorcycling.These new customers, who once viewed motorcycles as dangerous and high-risk, began to appreciate the convenience, fun, and practicality that modern motorcycles offered.
This newfound interest in motorcycling extended beyond Indian borders, influencing Western markets as well. Indian manufacturers, with their cost-effective and feature-rich motorcycles, provided an appealing alternative to the high-powered, expensive, and complex motorcycles that required significant skill and experience to handle.
The evolution of the Indian two-wheeler market showcases a remarkable journey of innovation, strategic partnerships, and changing consumer perceptions. By offering a compelling blend of affordability, quality, and performance, Indian manufacturers have not only transformed the domestic market but have also made a significant impact on the global stage. As the world of motorcycling continues to evolve, the contributions of Indian manufacturers will undoubtedly play a crucial role in shaping its future.
Aniket Katdare is Senior Research Manager at Ipsos UU. The views expressed are purely those of the author.