Bajaj launches new Discover 150 siblings to claw back market share

Bajaj Auto hopes to leverage what it called a new category with the launch of the new Discover 150 to make for a mark for itself in the commuter segment. The bike, almost a year in the making, according to managing director Rajiv Bajaj, aims to claw back some market share for the company in what is the most competitive segment in the motorcycle segment in India. This segment has seen the entry of Honda and Hero MotoCorp in recent years.

In Mumbai today, the company launched two new and more powerful Discover variants – while Discover 150F is a faired variant, the Discover 150S is similar to smaller Discovers. Both bikes are powered by a new, four-stroke, 144.8cc, single-cylinder, air-cooled, carbureted engine, mated to five-speed gearboxes. They develop 14.3bhp generated at 8500rpm, while peak torque is 1.3kgm at 6500rpm.

The Discover 150F features an analogue speedometer and a digital odometer, tripmeter, fuel gauge, service interval indicator and a clock. The instrument console on the Discover 150S is more standard, with an analogue speedometer, odometer, tripmeter and the convenience of a fuel gauge.

While the Discover 150F is priced at Rs 58,739, the 150S is available in two variants, a drum brake version priced at Rs 51,720 and a disc brake variant priced at Rs 54,725 (all prices, ex-showroom, Pune). The bike delivers 72kpl and among its many features is a mono-shock with nitrous suspension to offer greater rider comfort.

While admitting that the Discover, first launched a decade ago, is under pressure, the MD reiterated that the bike represents style, performance and comfort, which is what a commuter is looking for.

Bajaj also said in response to a question that while even if a product loses market share, it does not mean its brand value has eroded. Interestingly, he gave examples from the passenger car segment to illustrate this including the VW Beetle and the Fiat Cinquecento. Bajaj said that brands get eroded only if quality falls and if the customer feels he has been cheated.

Bajaj Auto has several products in the Discover segment including 100cc and 125cc offerings. The brand’s 110 and 135cc variants have been discontinued. According to Bajaj, the niche of the 125cc segment has grown over the last decade with the entry of new bikes and their variants.

In his remarks, Eric Vas, head of the motorcycle business, said the 125 cc segment has not grown because of the lack of products that meet the aspirational customer’s needs. Earlier, he said that increasing urbanisation and the government’s plans for 100 smart cities are a macro-factor that will boost demand for performance bikes.

On the company’s overall business philosophy, Rajiv Bajaj said globalisation remains a key plan of the business strategy. In pursuit of that, Bajaj has been able to export 1.3 million bikes, up from 130,000 units a decade ago, a CAGR of 25 percent. Nigeria is the company’s biggest market and accounts for half a million bikes sold. On the three-wheeler front, Bajaj has sold 260,000 units overseas, up from 65,000 a decade years ago.

Other planks of the business, he said were being a specialist and finally being profitable. “To be global, one has to be a specialist,” he said, adding that a better product makes more money. On profitability, he said the company has seen 18-20 quarters of good margins which are in the region of 20 percent.