Bajaj to focus more on Discover and new brand this year

Bajaj Motorcycles has just announced that it has achieved leadership in the sports bike and entry-level commuter motorcycle segment. And this was achievable due to its focus on these two categories last calendar year.

Now the Pune-based manufacturer wants to shift its focus to the executive motorcycle segment, where there are bikes between 125cc and 150cc. In order to achieve this, the company has divided its segmentation plan into three categories – Neutral, Youthful and Mature. The Platina and the CT100 fall under the neutral category whereas the Discover brand comes under the youthful category. The new brand, which Bajaj is expected to introduce in the Indian market soon, will come under the mature category.

Eric Vas, president, motorcycle business said that with this new brand, it plans to cater to customers who don’t fall under the first two categories. While the top honcho didn’t reveal much about this brand, not even the name, he did mention about the possible launch at the end of this month.

One of the major reasons why the Pune-based manufacturer wants to focus more on the executive segment is because 57 per cent of the total sales comes from this category. And over the last couple of months, the Discover series didn’t do well, leading to discontinuation of a majority of the models. Currently, the company sells only the Discover 125, Discover 150F and the Discover 150S.

We’re expecting this new brand to be more stylish along with new features. Interestingly, Bajaj has tagged this segment as ‘mature’ making us believe that this new brand could be more on the lines of café racer and scrambler. That’s the closest motorcycle type we can relate to the word ‘mature’, plus both these bike types are in demand worldwide. Also, we managed to click a commuter prototype near Pune, which had a very cruiser-like style. And we think this prototype has to do something with this new commuter brand.

Stay tuned to BikeWale as we get you more information on this new Bajaj brand.