- Company focusing a lot on Imperiale 400
- Will benefit from heavy localisation
- Will be priced more than Royal Enfield Classic 350
Benelli India is betting big on their Royal Enfield Classic 350 rival – the Imperiale 400. The company believes that this motorcycle will bring them the most volumes as it will become one of the most affordable motorcycles in their family.
The Imperiale 400 was rumoured to be launched in early 2020 but according to our sources, the launch could be delayed as the top honchos from the Benelli HQ has advised the Indian partner to do a proper groundwork before introducing the bikes. Out of all the aspects, the company is focusing the most on localising some major components of the bike. Without this, it’s impossible for the company to price the bike aggressively. For this, the company is already speaking with a few suppliers.
Benelli plans to have the most dealership reach before launching the Imperiale 400. This will help the company get more walk-ins due to the Imperiale pricing. As a result of this, the sales team will also get an opportunity to pitch other bikes.
The Imperiale 400 will go against the Royal Enfield Classic 350. However, in terms of pricing, the Benelli motorcycle will be much more expensive than the Classic 350. In order to overcome this, the Benelli top management has advised to develop a different and unique marketing approach.
