Bajaj and Kawasaki to enter Indonesia

September 18, 2012: Bajaj Auto and Kawasaki are to enter the important Indonesian motorcycle market next year, having jointly achieved a 45 percent market share from exporting bikes to the Philippines since 2004. Bajaj intends to enter several new markets using the same strategy effectively used in the Philippines.

Having exported 1.2 million motorcycles last year, Bajaj plans to grow this side of its business by recreating the business model in several other markets. The company will focus on specialisation and introducing suitable model line-ups to select new markets.

Bajaj Auto aims at capturing market share by adding value to its bikes rather than being a price leader. In Indonesia, Bajaj bikes will be sold under the Kawasaki Bajaj brand name.

The two-wheeler giant will enter this market with the Pulsar 200NS, selling through Kawasaki’s extensive dealer network.

RISHAD COOPER