Opinion: Old is still gold for many Indian consumers

The Indian two-wheeler industry has undergone significant transformations in recent years, just like any other sector. Technological advancements have led to the development of sophisticated motorcycles, which have been well-received by consumers. Who would’ve imagined five years back that we’d be able to check the tyre pressure of a 3-lakh rupee motorcycle without even getting off the saddle? It’s truly fascinating.

However, despite these innovations, a sizable segment of buyers still prefers simple, tried-and-tested designs. And the thriving sales of many of these existing two-wheelers are testaments of this preference. While most buyers opt for contemporary machinery, a large group of riders favours the long-running formula with fewer tech-driven complications. Aesthetics also play a crucial role, with many consumers preferring classic designs over trendy ones.

The introduction of the Battalion Black variant of the Royal Enfield Bullet 350 is a recent example of this phenomenon. You see, the new model of the Bullet is nothing like its predecessor; the engine, chassis and every other component are new and nothing has been retained from the previous model. As for the design, while it’s similar to the older Bullet, the omission of signature elements has been met with disappointment from fans, , especially in regions like Punjab, Chandigarh, Uttar Pradesh and Haryana, where the bike is incredibly popular.

In response, Royal Enfield brought the Battalion Black variant of the Bullet 350 which reincorporates some of the classic design elements. These include a more scooped and wavy seat, unlike the chunkier unit of other variants, and a shrouded rectangular tail lamp, as opposed to a Classic 350-like round assembly on other trims. Not surprising then, this move has paid off, with sales of the new Bullet 350 reaching an all-time high in October.

Another example of Indian consumers’ affinity for simplicity is the enduring popularity of the Bajaj Pulsar 220F. Despite being outdated in terms of styling, cycle parts, and tech, the bike remains in demand, especially in South India. The company hasn’t even majorly updated the bike since its debut in 2007, barring emission-centric changes to its engine and the introduction of new features and colours. However, courtesy of the big bike feel it exudes, the Pulsar 220F still garners around 5,000-7,000 customers every month. Although unaltered for years now, the design of the motorcycle still looks imposing and has good road presence.

Interestingly, the 220F was initially slated for discontinuation after the Pulsar NS200’s debut in 2012. However, the former’s sales increased after the latter’s introduction, prompting Bajaj to continue production.

The Honda Unicorn is another example of a simple, tried-and-tested design winning consumer hearts. Honda replaced it with the technically superior CB Unicorn 160 in 2015 but it didn’t strike a chord amongst buyers for multiple reasons, technical issues and design evolution being the top ones. In fact, none of the Honda motorcycles in the 150-160cc segment have ever come close to selling as much as the Unicorn, including the popular CB Hornet 160R.

What followed was Honda bringing back the Unicorn 150 in 2016 without major changes. The bike received a larger 162cc engine from the Unicorn 160 when BS6 emission norms came into effect in 2020, but its overall styling and feature list remained unchanged. The Unicorn continues to be a favourite among consumers seeking a no-frills, smooth, reliable and comfortable daily workhorse. As of now, Honda sells an average of 25,000 units of the Unicorn every month, with total sales nearing 3 million units.

The Indian market is replete with two-wheelers that have defied the need for a serious upgrade and continue to thrive or attract decent number of takers, at least. As 2024 approaches, it remains to be seen whether these aforementioned bikes stand the test of time or succumb to the rising popularity of electrically operated vehicles and consoles which pretend to outdo smartphones.