Pulsar – the most successful premium bike in India – that generates a value of Rs 14,000 crore for Bajaj Auto - has got its biggest offspring under the brand in a 400-cc avatar.
03 May 2024 | 5761 Views | By Ketan Thakkar and Prerna Lidhoo
Aggressively priced at Rs 1.85 lakh for a limited time, Bajaj Auto is banking on the new range of Pulsar 400 bikes along with an all new Dominar, which is in the works - to grab a larger pie of over 1 million units premium motorcycle space above 250-350 cc.
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Aggressively priced at Rs 1.85 lakh for a limited time, Bajaj Auto is banking on the new range of Pulsar 400 bikes along with an all new Dominar, which is in the works - to grab a larger pie of over 1 million units premium motorcycle space above 250-350 cc.
While the launch of NS400Z was the first under the Pulsar 400 family, the company dropped enough hints to suggest there are more offerings underway in the future.
Launching the new Pulsar NS400Z, Rajiv Bajaj, MD of Bajaj Auto said, “In my view, this is the most lucrative motorcycle segment in the world, It's high in revenue, it's high in bottom line, it's high on imagery, so it's good for the brand and the product in every way.”
Between its partnership brands KTM, Husqvarna and Triumph, Bajaj Auto sells about 25,000 to 30,000 units a month and there is enough headroom to grow, said Bajaj.
On a potential cannibalisation within its own portfolio, Bajaj seemed unperturbed and explained, “We are doing well, but we are not 80% of the market. So, at this stage with a share of 20% to 25% of this segment, the opportunity to grow is much higher. We have much more to gain as compared to a little bit that may get cannibalised along the way.”
The new NS400Z is positioned as a street bike – which is different from the Sports Tourer Dominar, catering to different buyers, and characteristically, both are distinct machines, claimed the management.
On the next step for the Dominar brand, Rakesh Sharma, ED at Bajaj Auto said, “We have plans for refurbishing and renovating and taking the Dominar to another level and we will just have to make a few more trips back here in due course of time,” assuring of an action packed year for Bajaj Auto, with a slew of offerings planned across categories.
The segment has witnessed the most action in recent years with over 25 bike brands available for the prospective buyer to choose from.
Sharma claims that the premium motorcycle market above 250-300 cc is getting spliced into two different categories – the Classic segment (dominated by Royal Enfield) and the Non-Classic segment – which includes different form factors like Sportsbike, Sports Tourer, Adventure bike amongst others.
“The Classic segment is growing at a low single-digit rate of 3-4%, but it is the Non-Classic segment – i.e. the sports and touring segment, which is growing at a faster pace at 13-14% and the new Pulsars and Dominar fall in that category, hence we are confident of further growth in the segment,” added Sharma.