India’s second largest 2-wheeler maker Bajaj Auto which leads in the 150cc bike segment now set its eyes on rural market that are ruled by 100cc and the 125cc bikes.
For the same Bajaj Auto now plans to reposition the 150cc Boxer as ‘Bharat Bike’ that would go past the big cities and towns.
The bike is all set for a 2011 II quarter launch and it is rumored that the new 150cc Boxer will bear a price tag of Rs. 40k and that means a 150cc bike pegged in at almost the same price point as a 100cc bike from competitor (HH Splendor).
The company believes that the 4 stroke bike with 150cc displacement and load carrying ability can raise its popularity considering the characteristic of a rural market (transport). The auto company plans to aggressively market the Boxer 150cc in the rural markets too and history says that Bajaj was the most successful bike maker to deliver performance bikes and should things work well for the two-wheeler maker the Bharat Bike (new 150cc Boxer) will repeat another ‘Hamara Bajaj’ kind of success story.
Although Bharat Bike may not compete with the high mileage scorers (of the 100cc segment) such as Splendor, the company still believes that people will look at the Boxer as a 150cc performer more than a mileage bike (its general consumer psychology to compromise a little on the mileage for 50cc additional power).
Post Discover 150cc success the company is prompted to believe that super success of the Bharat Bike is a possibility. We too hope good success to the Bharat Bike aka Bajaj Boxer 150cc.