Bajaj and its new-age bike dilemma: Opinion

Bajaj Auto has discontinued its AS range of motorcycles courtesy poor demand. It seems the bikes – the AS200 and the AS150 – weren’t AS enough; read Adventure Sports. So, these lacked the suspension travel, the comfort, the versatility, and the torquey but relaxed nature that is a given on adventure motorcycles. These were difficult to stand up and ride as well. But it’s possible the latter was a problem specific to my needs.

New-age products

The AS200, however, isn’t the first new-age motorcycle that Bajaj has discontinued. Now, by new-age, we mean motorcycles that Bajaj has adopted from KTM platforms. The first new-age bike to be launched – and discontinued – was the Pulsar 200NS. It was launched in 2012 and it had a good run in its initial years. But by 2015 it was off the shelves due to poor demand.

Then, after the AS200 replaced the NS, came the RS200. It too sold well initially, at least in Bajaj’s books. According to Bajaj, the RS200 sold more than all the other fully faired bikes in the industry put together. But, as with most things Bajaj, there was a caveat. “Excluding Yamaha”. The Yamaha R15 still outsells the RS200. This, after there’s less than Rs 4,000 difference in their pricing and the RS200 clearly promises more performance.

Bajaj dealers we spoke to agreed that there was a steady demand for the RS200. But, they don’t see it going up in the future. In fact, many said the sales had dropped in recent months and they blamed the styling for the bike’s limited demand. Bajaj says the new Blue and White colour scheme is here to address that; it might mask some of the exaggerated design.

If the gamble on the new colour doesn’t pay off, we won’t be surprised to see the RS being pulled off showrooms either; it is after all next in line after the NS and now AS.

The Dominar Challenge

This brings us to the Dominar 400. The Dominar is the latest in Bajaj’s line of new-age motorcycles. It is based on the 390 platform. Now Bajaj says it expects it to be a 10,000 units a month brand. But, we see a few stumbling blocks in this quest.

For one, will the relatively poor fuel efficiency – courtesy the large engine – compared to other bikes at this price point discourage buyers? Second, the optimistic sales target is courtesy Royal Enfield Classic 350 numbers. But, will these buyers really switch to a brand with no heritage or brotherhood? And finally, after having ridden the motorcycle, it clearly has some rough edges one doesn’t expect from a bike of this genre and positioning. Will the discerning lot then, not consider this Bajaj?

Now, if we were to take a cue from the trends witnessed by other Bajaj new-age products – unlocking a niche, having a good initial run, and then battling diminishing sales which has so far led to product discontinuation – it doesn’t take bravery to bet against the Dominar.

The revival

To give Bajaj its due, it is well recognised at picking new niches and trying new approaches to bring in sales numbers. The whole Discover narrative – the 110, the 125, the 135, the 150, the 125ST, the 125T, the 100T, 100M, the 150S and the 150F (phew) – was after all Bajaj’s attempt at breaking Hero’s stranglehold in the commuter segment. It might not have succeeded but at least it tried; something that can’t be said about most other brands.

But, Bajaj is equally well known for reviving its old stories. Sometimes it is in design (Wind 125 to the Platina), other times with brands (Boxer comes to mind) and more recently even the exact same product. The latter comes in the form of Pulsar 200NS.

Now, no matter what Bajaj’s justification might be for bringing back the NS, the bottom-line is with the Apache 200V doing decent numbers and Yamaha bringing in its well-priced FZ25 (and with it a potential to sell well), Bajaj cannot afford not to ride the 200cc street bike wave. Even the more expensive KTM 200 Duke does decent numbers.

As for the AS, the discontinuation of which got me started here, will make a come back as well says Bajaj. But, with more ‘adventure’ creed, adds the bike maker. Chances are, and this is completely our speculation, the new AS range might borrow from the upcoming small adventure range KTM is planning. So, like the NS, the AS revival too might take at least a couple of years.

The question is – which of the present new-age Bajaj motorcycles will still be by its side…