Suzuki Motorcycle to tap youth to rev up LET’s scooter sales

Suzuki Motorcycle will focus more on below-the-line activities for its sales promotion.

The company’s strategy is to target schools, colleges, malls, IT hubs etc., where the youth is involved in the promotion of its newly introduced 110 cc LET’s scooter, Atul Gupta, Executive Vice-President, Suzuki Motorcycle India Pvt Ltd, said.

Speaking to

Business Line on the sidelines of the launch of the scooter in Kochi on Tuesday, Gupta said the two-wheeler market in India is flat and it will continue to remain so in the next two years thanks to the current market conditions. Irrespective of this trend, the company wanted to push the vehicle by targeting the urban youth in the 18-22 years category.

Personal segment

He pointed out that the market is categorised into family segment and personal segment with a total sales of ₹1.5 crore per annum. Out of this, 72 per cent sales come from motorcycles while the remaining from the scooter segment. Priced at ₹46,974, the new LET’s scooter is in the personal segment, which is growing at the rate of 10 per cent, he said.

According to Gupta, Tamil Nadu is the biggest market for two-wheelers in the country with 50 per cent of the total sales in the personal scooter segment compared to all the four southern States put together. Kerala is the second after Tamil Nadu to launch the new vehicle and the company is aiming a sales figure of 1,000 units per month and a national sales of one lakh units per year, he added.

Kenzi Hirozava, Vice-President of the company, said that apart from being the biggest two-wheeler market, India is also the youngest market as a vast population of young students and professionalsconstitute 50 per cent of today’s market.