Bajaj Auto plans to tap into rural market with the launch of Discover 100 M bike

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SummaryThe mileage segment bikes have better penetration in the market.

With the launch of Discover 100 M, Bajaj Auto Limited (BAL) hopes to tap into rural markets in the mileage segment.

Addressing the media at the launch of the bike at company’s Akurdi office, K Srinivas, President (motorcycle business), said the new bike would help the company make inroads in the middle segment of the mileage bikes.

Srinivas said Pulsar, the most successful product in the company’s portfolio, has managed to corner 47 per cent of the total market share.

On an average 11,400 sports bike are sold in a month in the country which constitute 14 per cent of the total bike market, he added.

Compared to the sports segment, the mileage segment bikes have better penetration in the market. While the entry level segment with 16,300 bikes sold a month constitute 20 per cent of the market share, the middle segment sells 37,800 bikes a month and corners 45 per cent. The high-end mileage segment sells 15,400 bikes a month and constitutes 18 per cent of the market share.

Srinivas said while Bajaj had strong presence in the sports segment, the company’s presence in the mileage segment was only 18 per cent. “We hope the new variant of Discover will significantly push the market share of the company,” he said.

He said the bike has inculcated many features of Pulsar to allow the riding comfort of sports variant. The bike, with a mileage of 84 kmpl, has the longest wheel distance in the segment.

To be manufactured in the Walunj and Pantnagar facility of the company, as many as 35,000 such bikes would be flooded in the market to cash in on the ensuing festive season. “We sold 380 bikes during Dusserha which is a good start for the bike,” he said.

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