Bajaj Auto leads in the 150cc performance segment. The home grown manufacturer is now eyeing the 100 to 125cc segment which is most prevalent in rural markets. Bajaj Auto is planning to position their 150cc new Boxer bike as the Bharat Bike, with which they hope to reach buyers beyond towns and big cities.
The motorcycle is reportedly scheduled for launch in the Q2 of this fiscal year. The bike will be priced Rs.40,000 and be a lower end segment bike. This bike will be a homecoming for the model which was earlier part of the Indian marker, however in a different form.
Bajaj Auto reportedly ships around 50,000 Boxer bikes from their assembly plant in China to its African market, which is increasingly becoming a significant export market for the company. Bajaj believes that this bike will also be significant in the Indian market, where it will receive a more powerful engine.
The managing director of the company, Rajiv Bajaj, was quoted as saying that their Discover and Pulsar bikes in India are meant for the upmarket and urban customer. People living in rural areas, however, are looking for need more effective solutions for transport in this segment. They have designed the Boxer, for meeting this very requirement. He also said that they wanted to create their own categories, instead of blindly producing products for different categories.
According to reports, the new Boxer 150cc will not be able to deliver the same mileage as other rivals in the 100cc segment; however Bajaj believes that what they are offering is sufficient, and many people will be willing to give up a little mileage in place of more power. Bajaj further said that this was what worked in the case of Discover 150cc which took hardly anytime to sell around 40,000 units every month.