After more than four decades of ‘Humara Bajaj’ tagline of Bajaj Auto, the company on Monday released its new identity as ‘The World’s Favourite Indian’ as it achieved dramatic transition from a domestic scooter maker to a global motorcycle powerhouse in 17 years.

The launch of the Pulsar from its Chakan plant in 2001 marked the beginning of this interesting global ride, the company said, adding that building on its ‘Humara Bajaj’ roots of providing reliable mobility solutions, Bajaj Auto has invested a lot in technology and innovation to design motorcycles that are loved not only in India but 70 countries around the world.

The retail showrooms will also undergo a transformation with new signage and branding in line with the message of ‘The World’s Favourite Indian’, the company said.

“Our international performance is validation of our strategy of focus and differentiation. Our unwavering commitment towards building the best motorcycles in the world through design, technology, quality and customer satisfaction has made us a truly global brand,” Rajiv Bajaj, Managing Director, Bajaj Auto, said here.

He said since the launch of Pulsar 17 years back, the company has become the third-largest motorcycle manufacturer in the world, ahead of several Japanese and European brands that have been around for much longer.

“In any market around the world, when people think of motorcycles, they should think of Bajaj. That will help us achieve our vision of being a Global Motorcycle Specialist,” Bajaj said.

In the pipeline

Asked about future products including electric vehicles, he said Electric Qute (quadricycle) and electric three-wheelers are very much on the company’s agenda. But that said, Bajaj Auto needs to think about not only India, but also for many other markets in the world.

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