Biking is no longer about commuting; it?s about making a statement. With organised retail booming in India, two-wheeler majors are now looking at opening company-owned stores in malls or upmarket shopping centres to offer not only bikes but also apparel, gaming zones, Internet lounges and caf?s.
While Bajaj Auto has already made a presence with pro-biking showrooms, Yamaha Motor India has opened its first lifestyle Bike Station. And cult bike makers like Suzuki and Royal Enfield are mulling similar boutiques to cater to the aspirations of premium bike lovers.
?Sooner or later, these lifestyle stores will become the norm among industry players, especially for marketing high-end bikes that have a whole range of accessories,? says Satya Sheel, managing director, Suzuki Motorcycle India Ltd. His company plans several such stores by the end of this year.
?Apart from displaying the entire range of bikes, the apparel, gaming zone, Internet surfing lounge, caf? as well as music area in the showroom will help increase footfalls,? says Takahiro Maeda, chief sales officer, Yamaha Motor India. The company plans to open ten such stores this year, some of which will also cater to the after-sales service and spare parts needs of customers.
?Such retail formats create a clear brand image, which otherwise might not be conveyed by dealers. Also, the accessories and services that they provide add more value to the brand as well as help draw a larger number of people who eventually either turn into customers or brand ambassadors of the company,? says Abdul Majeed, auto analyst & partner at PricewaterhouseCoopers.
Sources say even Royal Enfield, the only cult bike manufacturer in India, is also planning to now open branded stores in malls to strengthen its brand image.
