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Bajaj makes fun of Royal Enfield motorcycles in new Dominar ad – Haathi Mat Paalo

Bajaj is aiming to eat into Royal Enfield's market share with the help of Dominar 400.


Earlier this year, Bajaj Auto launched their most powerful motorcycle in India – Dominar 400. One of the biggest reason Bajaj developed the Dominar, is to take on the likes of Royal Enfield, not only in India, but across the globe.

Demand for bikes in the 350-500cc segment is on the rise. Royal Enfield has been posting healthy sales growth for quite some years now. Bajaj wants to have a piece of the same pie.

At the launch of Dominar 400, Mr Bajaj stated that Siddhartha Lal (CEO, MD Eicher Motor, parent of Royal Enfield) is a good friend. Rajiv Bajaj added that he is sure Siddhartha will be able to take brand Royal Enfield across the globe and register many more sales. Speaking of sales rivalry, Mr Bajaj said there is no rivalry – “Those who want slow bike, can ride Royal Enfield. Those who want fast, powerful bike can ride Dominar.”

What Mr Bajaj had said a few months ago, is now being promoted in a new ad, released by Bajaj a few minutes ago. This new ad not only makes fun of Royal Enfield motorcycles, but also of those who ride and own Royal Enfield. Have a look at the ad below.

Mr Lal of Royal Enfield on the other hand has stated that he is not at all worried about the Bajaj Dominar. And with less than 1,000 units sold last month in India, he is quite right. In an interview, Mr Lal said, “When one succeeds in a segment, others try to enter and take a bite. Of course, there will be competition but we are not worried. This segment is not open for anyone to simply enter and walk away with the market. One has to be the opposite of what the market leader is.”

The segment (INR 1-2 lakh) currently sells about 65,000 motorcycles a month in India. 80% of this segment currently buys Royal Enfield while the remaining is divided among a wide range of brands. Bajaj is aiming to capture 20% of this segment, which roughly comes to about 13,000 units a month.

This is solely for the domestic market. In addition to this, Bajaj has started exporting Dominar to markets outside India. Including exports, the company aims to sell 20,000 units a month by next year. If Bajaj manages to achieve this, then the brand Dominar will be a billion dollar entity in just 12-18 months!

But that is not the case as of now. Dominar sales have declined over the months since launch. At the start, sales were about 3,000 units a month, then declined to 2,500 units a month, and now – to less than 1,000 units for June 2017. Though Bajaj is confident that they will achieve their aim of selling 10,000 units monthly this year.

In an interview with Money Control, Mr S Ravikumar, President, Business Development, Bajaj Auto said that – “I do not have the number but it was low. June was impacted in many ways actually, including the GST and all. I would guess maybe around 2,000 units or so. Dominar, every single customer who has bought that product is absolutely satisfied and we have made subtle difference in the message in the advertising and all that and typically, that product, we expected the pull to be much faster.”

Speaking of the bike itself, Bajaj Dominar 400 offers relaxed riding position, comfortable ride, and effortless mile-munching capabilities. It aims to deliver the best traits of traditional motorcycles and cruisers in a single package.

The design remains identical to the concept that was showcased at the Auto Expo 2014 but there are a few changes like the front suspension system which is a regular telescopic fork (concept used USD fork), split seats, etc. The motorcycle employs LED headlights (first bike in India to do so), fully digital instrument console with auxiliary display on the fuel tank, front and rear disc brakes (with optional dual channel ABS), MRF tubeless tyres, LED taillights and indicators.

As expected, the engine is borrowed from KTM. It is the same 373cc single cylinder FI unit with liquid cooling. But the power output has been detuned to 35 PS while torque output stands at 35 Nm. It has a top speed of 148 kmph and does 0-100 kmph in just 8.23 seconds. More details in the specs sheet below.

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