Bajaj Auto to push the envelope in pricing, fuel efficiency in entry-level bikes; withdraws Discover 100

After gaining some grounds in market leader Hero MotoCorp's entry-level motorcycle territory, Bajaj Auto is now set to take more steps to sustain, and even grow, its presence in the mass market. Its Platina and the CT100, which was re-introduced in the market, has helped the company increase its market share from 23 percent in 2014 to 36 percent now in the entry level motorcycle market.

The most significant step would be the further reduction of the CT100's price. The entry-level motorcycle sells for an ex-showroom price of Rs 35,000. This step will be crucial as Bajaj Auto, along with other OEMs, is facing a tough time in due to lack of growth in the rural economy. "In the CT100, the challenge is, how do you attract a customer today who is either buying a second-hand bike or because of price considerations is unable to buy a bike and therefore switches to a moped or something like that. To do that, we are still looking at what we can do with the CT100," Eric Vas, president – Motorcycle Business, Bajaj Auto, told Autocar Professional today. Such a move may be announced during this month.

For the Platina, Bajaj Auto's focus will be to further push the message regarding the motorcycle's claimed mileage of 96.9kpl as well as try to better that figure. "Our challenge, on the Platina is , at some stage the customer has to recognise and believe the message  of mileage more than he does currently, which is why we will have to continue working on demonstrating that, continue working on convincing him on that," says Vas.

Meanwhile, Bajaj Auto has withdrawn its Discover models from the 100cc segment. This step is part of the company's strategy to focus on building the Discover only in the executive motorcycle segment. Overall, the company is working on having a 6-model portfolio. That includes a new brand for executive motorcycles that will be launched during the current quarter.

Also read: Bajaj Auto grows its entry level and sports bike market share, to launch new executive bike soon