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Bajaj Auto’s Discover has become the world’s largest selling motorcycle brand, overtaking Hero’s Splendor, in September.
The country’s second largest two-wheeler maker sold 1,22,968 units of the Discover, while Hero sold 1,21,018 vehicles during the month.
Success story
“Our strategy of specialising in motorcycles, developing differentiated products and thereby creating a sharp brand position has clearly succeeded. We firmly believe that brands work only when they have a sharp position,” said K. Srinivas, President (Motorcycle Business), Bajaj Auto.
“Discover has been a technology and marketing success story for Bajaj,” he added.
Bajaj Auto, which has four models under the Discover brand, sold 35,000 units of its Discover 125 ST in September. The Discover 125 ST was launched about three months ago. The company is also close to launching its new 100-cc bike by the end of the year, Srinivas said, adding this would be the company’s most “expensive” 100-cc bike. Bajaj Auto intends to expand its annual production capacity to 5.7 million vehicles from the present 4.5 million by the end of the year, Srinivas said, but did not disclose investment details.
Bajaj Auto’s motorcycle sales fell 15 per cent in September to 3,15,314 units (3,71,208 units).
Fall in Exports
The company attributed this largely to the festival season commencing a month later than last year. It sold 44,838 commercial vehicles last month, down from 46,478 units in the same month in 2011 — a 4 per cent drop.
Total sales fell by 14 per cent to 3,60,152 units (4,17,686 units).
Exports also fell 6 per cent to 1,33,222 units.
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