Mahindra banking on Mojo to spruce up its two-wheeler brand equity

by Amit Panday , 23 Sep 2015

Mahindra Two Wheelers (MTWL), a part of the Mahindra Group, plans to roll out its much-awaited flagship motorcycle Mojo anytime now.

In a recent conversation with Autocar Professional, Dr Pawan Goenka, executive director and president (automotive and farm equipment sectors), M&M, said: “We have worked very hard on the Mojo, and in terms of two-wheelers, it is one of the longest anticipated two-wheelers coming in the market. Finally, it is coming out. We have started the bookings at Rs 10,000 (minimum amount at select dealerships), and the bike shall be expected very soon.”

It can be recalled that earlier on the sidelines of SIAM’s annual convention in Delhi on September 2 too, Dr Goenka had clearly mentioned that the company (MTWL) plans to bring the flagship model in September 2015.

Sources associated with the company say that MTWL may roll out this model either in the last week of September or in the first week of October, 2015. While some select MTWL dealerships have started accepting the bookings for this model, it, as of today, is not available for test rides for its buyers.

According to an official from an MTWL dealership in Pune, “We are receiving the first few bikes later this week when we will start offering hands-on experience to our customers. The Mojo can be booked for Rs 20,000 currently. We have received a communication from the company to offer special privileges to the first 100 customers of this model.”

“The company is expected to roll out close to 100 units of the Mojo across its select dealerships in and around Pune,” revealed another Pune-based MTWL dealership.

The Mojo, which is Mahindra’s first attempt at developing a model in the midsized motorcycle category, is expected to be powered by a single-cylinder, fuel-injected engine in the displacement range of 290-300cc. Once launched, the Mahindra Mojo is expected to compete with the street naked KTM 200 Duke and the Bajaj Pulsar 200NS, in terms of peak power delivery in its category.

According to a number of dealerships in Pune, the Mahindra Mojo will come with an on-road price tag of Rs 175,000-200,000.

Driving up brand equity
M&M, however, is not looking at garnering big volumes from this model. Dr Goenka had earlier clarified that “the Mojo clearly is not going to be something that is huge volume getter but it's something that will establish Mahindra as a desired brand in the two-wheeler segment. I am very happy with the results. Sometimes you put all the right pieces together but it doesn't come together very well. But in this case, the engine, the ride, the driveability, and the comfort, everything has come across very well and I am very hopeful that Mojo will do wonders for our brand.”

Sales reports suggest that Mahindra Mojo’s direct competitor, the KTM 200 Duke, along with its faired sibling, the KTM RC 200, has stabilised its monthly sales of close to 2,000 units every month. The 200cc KTM models sold 2,117 units in August 2015.

A source closely associated with the Mojo project, on the condition of anonymity, said that “MTWL’s Pithampur plant has one assembly line for the Mojo. The vendor development team, however, is still working on the sourcing and localising number of components for this model. It was Anand Mahindra (chairman and managing director, M&M) who has been pushing for this project to get on the road.”

It can be recalled that almost seven months ago when Autocar Professional had spoken with the US-based motorcycle design legend Glynn Kerr, he had pointed out an interesting resemblance between the Mahindra Mojo and the 15-year-old Italian Malaguti (MR250) street motorcycle.

It is known that MTWL is banking on the sales of its two models – the 106.7cc Centuro commuter motorcycle and the 110cc Gusto automatic scooter. According to the company website, MTWL currently has more than 1,500 touchpoints, including all dealerships, across the country.