The third largest motorcycle maker in India slid down by 15% in sales last fiscal, despite overall motorcycle market flourishing by 4%. Hence Bajaj’s market share went down from 24.4% in 2012-13 to 20.03% in 2013-14 fiscal.
Further number crunching reveals that Bajaj Auto market share declined from 22% to 13% in 100cc to 125cc category, represented by Discover series of bikes. Hero MotoCorp continues to have the upper hand in that segment, thanks the the Splendor. Bajaj Platina has got 24% share in its segment. Bajaj bullies only in premium Pulsar segment, with 44% stake. The company aims to fix holes and regain its previous 24% overall market share by fourth quarter of 2014.
Albeit being the ruler, Bajaj sees its premium bikes (Pulsar) loosing traction in sales, but the Pune based manufacturer is more concerned about restoring sales of entry level bikes i.e., the Bajaj Discover line up of bikes.
Kevin P D’sa, President – Finance, Bajaj Auto, mentioned that the company would hereafter focus only on 3 or 4 variants, instead of 7 or 8. He addressed that Bajaj would no longer make the mistake of introducing numerous variants under same brand name, and would have only significant models like the new Discover 100 M and Discover 125 in the stable. Furthermore, the company has announced launching of a new variant under Discover umbrella, and says the new one will be distinctive (this one has been already spied – it will be a semi faired variant, just like the Pulsar 220F, but with single seat). Bajaj will also launch one new addition under Pulsar brand name by end of this fiscal (most likely in early 2015). This will be in the form of Pulsar 200 SS.
Usual practices for boosting sales like marketing and advertising will also be undertaken more extensively by the company from this time on.
via DNA India