Power List 2020 – Bajaj Auto

For Bajaj Auto, it was only smart innovation that was at the core of his company’s strategy to cope with the prolonged slowdown in the domestic market. The company believed that one side was offering a lot more for a little more and, on the other, is making aspiration more affordable.

Each of these initiatives was applied successfully to the company’s commuter and sports motorcycle segments, which began way back in September 2018, when insurance costs were hiked.

In commuter motorcycles, Bajaj Auto is positioned at No 2 and it was important to offer something superior to the top player in this space. This is where the CT 110 and Platina H helped gain market share and prove that “they could bring in smart innovation” even to this segment.

When things are down in the market, the customer needs motivation. Likewise, in the sports segment where it rules the roost, the company went in for the same strategy albeit in a different way. The Pulsar Neon was a case in point in terms of styling and looking fresh. The price point was accessible even while the existing Pulsar was upgraded. The Neon helped bring more customers to the showrooms.

The company believes that the other critical part of the strategy for the sports segment was the 125cc Pulsar. At a time when people were deterred by the hefty safety norms levy on bikes costing upwards of Rs 80,000, the company decided to offer the Pulsar 125 with CBS (combined braking system).