Bajaj Auto is banking on differentiated consumer tastes to sell a range of high-end bikes with the engines of same capacity.
CEO Rajiv Bajaj ruled out the possibility of cannibilisation among its four bikes in the top range.
Its Pulsar NS400Z sports a 373cc engine that will retail at ₹1.85 lakh, while the 373cc Dominar 400 sells for ₹2.30 lakh, ex showroom.
The company also sells the KTM and Triumph motorcycles which have similar capacities — the KTM 390 series for ₹3-lakh-plus and Triumph Speed 400 for ₹2.3 lakh.
On the competition in the upper segment where the KTM, Triumph, and Royal Enfield are present, Bajaj said: “Between KTM, Triumph and Royal Enfield, about 100,000 motorcycles are sold a month including both domestic and export sales. We are selling 25,000-30,000 units in this segment per month.
“It is the most lucrative segment and there is much more to gain by playing here with multiple products that address different customers.
“The Pulsar NS400Z is for street riding and daily use, the Dominar 400 is a sports bike for long rides.”
With this two-pronged approach, the company has been growing volumes and market share every month.
Speaking to The Telegraph on the sidelines of the Pulsar NS400Z on Friday in Pune, executive Director Rakesh Sharma said: “As you move up the demand pyramid, the opportunity to create different segments and give people different kinds of bikes becomes larger.”
