Suzuki to shift focus from mass market bikes to premium

Suzuki Two Wheelers India is in the process of reinventing its product strategy. The Japanese maker plans to shift its focus to premium bikes from mass market products. 

It’s no secret that Suzuki has failed miserably in capturing a decent market share in the entry-level bike segment. The sales of its only entry-level motorcycle, the Hayate EP, has been disappointing since the day of its launch. This motorcycle didn’t have the right styling or features to attract buyers into its showrooms. Most of the company’s sales comes from the Access 125, the largest selling 125cc scooter in India and the Gixxer series. 

With the new regulations coming in, Suzuki has realised that it doesn’t make sense to invest in entry-level motorcycles that have plenty of competition. It would rather put money in the fast-growing scooter segment and premium motorcycles, which the company is already known for in other markets. According to the report, the Japanese manufacturer plans to manufacture GSX250R in India, and also make India an export base for this product. However, this is just a rumour and we’re yet to hear something from Suzuki on this. The company’s immediate plan is to revamp its dealer network to make it look more premium. The initial target for this plan is over 200 dealerships.