Bajaj Auto lowers price entry barrier to adventure sport tourers with AS Pulsars

Coining an all-new adventure-sport (AS) category in its Pulsar line-up today, Pune-based Bajaj Auto hopes to lure customers back into its showrooms. The aggressive motorcycle manufacturer, which had launched a 200cc Pulsar variant (Pulsar RS 200) on March 26, is now riding into the adventure-sport category with its newly launched Pulsar AS 200 and AS 150.

While both these models are extended variants of the older Pulsar 200 and Pulsar 150 models respectively, the beefed-up line-up of this brand now consists of eight different models – Pulsar 135LS, 150, AS 150, 180, 220, 200 NS, RS 200, and AS 200. 

Both the new models outline Bajaj Auto’s attempt of addressing the sweet spot, which is the adventure touring category, so far missing in the affordable, below-250cc engine displacement class. The category (adventure touring) in India is currently represented only by the premium bike models from manufacturers such as Triumph Motorcycle India, India Kawasaki Motor, Suzuki Motorcycle India, Ducati India, BMW Motorrad, Aprilia, Moto Guzzi and the latest DSK Benelli.

Also read: Bajaj Auto targets sales of 10,000 Pulsar AS150s & 5,000 AS200s a month

It is to be noted that while Hero MotoCorp opened the category with its affordable, 13bhp, 150cc Hero Impulse model in 2011, riders felt that the product was slightly under-powered and was more inclined towards off-road leisure riding than plain, long-distance touring.

Speaking at the launch today in New Delhi, company officials underlined the rising need of its customers to use their bikes for commuting to office during weekdays and riding for leisure on weekends. This clearly resonates with what the spokespersons of premium bike manufacturers have been saying in the past few years. It also consolidates the rising customer aspirations of spending on bikes which are powerful enough for touring and leisure riding purposes. Interestingly, Bajaj Auto, through today’s launch, is making way for affordable touring bikes.

As expected from Bajaj Auto, the company has aggressively priced both its new models, stickering the AS 200 and AS 150 with an introductory price tag of Rs 91,550 and Rs 79,000 (both ex-showroom, Delhi) respectively. This, obviously, is in tandem with equipping its models with a bunch of segment-first features which the company is known for. For instance, the AS 150 (pictured below) comes with half-fairing, projector headlamp, longest wheelbase of 1363mm in its class and, has its engine delivering a maximum power output of close to 17bhp, among several other features.

Highlighting the power and torque capabilities of the engines, the twin-spark 149.5cc engine (AS 150) and triple-spark, liquid-cooled, 199.5cc powerplant (AS 200), powering the two new models launched today in Delhi, Eric Vas, president, motorcycle business, Bajaj Auto, said: “It is the 10-second rush that our customers look forward to from Pulsar brand of bikes. The first 10 seconds where the riders rip the engine to feel the torque and power of the bike define the thrill for them.”

The company seems to have incorporated a number of inputs while positioning the two new models. “Our brand belongs as much to our customers as much it does to us. So we listen to the inputs from our customers. We dominate the sport bike segment with 43 percent market share,” added Vas.

According to SIAM data, Bajaj Auto, which has borne the brunt of falling motorcycle sales over the few months, sold 17,70,778 units during FY2014-15, a decline of 15.65 percent YoY. The company, which has so far launched five models (AS 150, AS 200, RS 200, CT 100, Platina ES) already in CY 2015, is clearly looking at consolidating its sales this year.