Launched in Dec 2016, Dominar 400 is one of the most ambitious projects for Bajaj Auto. It is the company’s flagship motorcycle and there were expectations that it would sell around 10,000 units every month. However, actual sales of Dominar tell an entirely different story and the figures are nowhere close to the target.
All this when Dominar was launched at a jaw-dropping low price of just Rs 1.36 lakh (1st time, Dec 2016). In comparison, KTM 390 Duke has the same engine, but it is priced much higher at Rs 2.3 lakh. This was a jaw dropping price, a never before heard price tag in 400 cc segment. But, this was not enough to give boost to sales.
Dominar’s sluggish sales are surprising and it makes us wonder what’s wrong. Certainly design and performance cannot be an issue because 2019 Dominar has already received good reviews from users. Is the bike jinxed in some way or are their forces we don’t understand? Well, a lot of people are talking about Dominar’s dismal sales and the answer may finally be out there. In an interview with Economic Times, Rajiv Bajaj, Managing Director of Bajaj Auto was asked the same question and he answered it quite convincingly.
Rajiv Bajaj said that even top companies cannot expect to dominate each and every segment all the time. This is applicable even if the product is good. He said that Dominar’s low sales do not indicate that there’s something wrong with it because Dominar is actually a great product. Bajaj gave the example of Hero, which leads in commuter bikes, but hasn’t been able to achieve similar results for its scooters. And here also, there is nothing wrong with the product. Bajaj also talked about HMSI, which is market leader in scooters, but its 100cc motorcycle sales have not been that good.
Rajiv Bajaj explained that quite often it’s not about the product, but the strategy that powers the product. So, focus would be more on updating the strategy. He cited last year’s example when the company focused on CT, Platina and Pulsar and came up with some very exciting results.
The explanation seems logical and it is possible that Dominar sales may finally take flight in the coming months. With a revised strategy and updated 2019 Dominar, things may start moving as per expectations. 2019 Bajaj Dominar is sportier than its predecessor and comes with several new features such as new colour option, blacked-out elements, USD forks, and updated monoshock unit. The 373.3 cc engine has also been reconfigured to offer 39.9 hp of max power, which is 4.9 hp more than the old model.