Bajaj Auto tries to re-discover lost glory with 2 bike launches

Written by fe Bureau | New Delhi | Updated: Aug 12 2014, 13:35pm hrs
Rajiv-BajajRajiv Bajaj, Managing Director of Bajaj Auto, during the launch of 'Discover 150' in Mumbai.
Under intense pressure from rival companies that have broader portfolios, Bajaj Auto on Monday launched two new variants of its Discover brand of motorcycles the 150F and 150S aiming to reclaim its lost market share.

In the broader two-wheeler market, Bajaj recently lost its number three position to TVS Motor, which inched up on higher sales of its scooters. Since Bajaj no longer makes scooters, its best bet is to shore up sales of its Discover model, which contributes 30% of its total volumes. Bajaj is strong in the premium segment where it offers the Pulsar and KTM models.

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However, it now wants to have a bigger play in the entry/mid motorcycle segment and hopes to achieve this by expanding the Discover portfolio. The 125cc space is the largest segment and extremely competitive. Our job is to create newer categories and that's what we are doing with this launch to help reclaim market share, Bajaj Auto managing director Rajiv Bajaj said.

Discover range of motorcycle is priced up to Rs 58,739 (ex-showroom Pune). While the Discover 150F is priced at Rs 58,739, Discover 150S is available for Rs 51,720 for drum and 54,725 for disc variants.