India's second largest motorcycle manufacturer, Bajaj AutoBSE 0.29 % on Monday launched a new 100 cc mass market motorcycle Discover 100 T at the upper end of the mass market segment priced at Rs 50,500 ex-showroom New Delhi.
The Discover 100 Tourer will take on likes the Hero MotoCorp's Passion and Honda Motorcycle's Dream Yuga, which will help Bajaj Auto increase its presence in the mass market space, where it currently enjoys 20 per cent market share.
Powered by Bajaj Auto's patented 4-valve DTS-i technology, the Discover 100 T delivers 10.2 ps of power and is 30 per cent more powerful than other motorcycles in the category and the company claims this bike delivers a fuel efficiency of 87 kilometer per litre.
K Srinivas, president (Motorcycle buisiness), Bajaj Auto said, "The steady growth of the more expensive 100 cc bikes at the cost of the cheaper models is a clear evidence of this. The Discover 100T delivers power of 125 cc motorcycle and mileage of a 100 cc."
The mass market motorcycle segment contributes about 65 per cent of the overall market. With executive segment contributing 19 per cent and the sports bike segment 16 per cent.
The company says, the mass market segment wherein 5.5 lakh units are sold every month is getting further dissected into sub-segments namely A1, wherein bikes like Platina and Hero HF are sold between Rs 36,000 to Rs 40,000, A2 segment which includes bikes like Splendor, Passion and its own Discover 100 Rs 41,000 to Rs 45,000 and the A3 segment has motorcycles like Honda Motorcycles Dream Yuga and Hero MotoCorp's Passion Pro, which are priced between Rs 46,000 to Rs 51,000 at present.
And the Discover T is positoned in this A3 segment, where Bajaj Auto has no products available. Bajaj Auto is hoping to sell around 40,000 to 45,000 units per month of this new Discover 100T.
The company says with the existing Discover 100, it has only 20 per cent market share in the mass market category, with the launch of Discover 100T, it is hoping to increase its market share in the segment to 30 per cent within the next couple of years.
Bajaj Auto has developed this model with a minimal expenditure of Rs 5 crore to Rs 6 crore, but it is based on an all new Discover platform, which already has spawned out Discover 125 ST. Bajaj Auto invested Rs 25 crore to Rs 30 crore on this new Discover platform. The company is planning to introduce one more motorcycle on this platform in the calendar year 2013.
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