Automobile: Bajaj Auto’s managing director Rajiv Bajaj expressed that the pricing of their recently launched Pulsar NS400Z is highly lucrative, hinting at a missed opportunity to further enhance the brand’s potential in the past.
During an exclusive interview with CNBC-TV18 on May 3rd, Rajiv Bajaj emphasized the imperative for Bajaj Auto, as a brand, to undergo continual evolution to remain competitive. He highlighted the triad of factors – appearance, performance, and price – as pivotal in preventing brand stagnation, stressing the need for strategic adjustments within these dimensions. Bajaj underscored the importance of maintaining a delicate equilibrium, cautioning against excessive alterations that could compromise the iconic identity of the Pulsar or lead to unaffordable pricing.
Rajiv Bajaj noted that the Pulsar played a pivotal role in spearheading the transition towards sports motorcycles, underscoring the opportune timing for the release of what is hailed as the ‘largest’ Pulsar model to date. Despite the robustness of the Pulsar brand franchise, Bajaj acknowledged the potential benefits of entering the market slightly earlier, suggesting that delayed market entry may have constituted the most significant risk for the company.
The two-wheeler giant aims to elevate its market share in the highly profitable middleweight motorcycle segment to approximately 35,000 units monthly within the upcoming six months, aiming to cement its position as the second strongest contender trailing behind market leader Royal Enfield. With an array of offerings in the 400 cc segment, including Triumph Twins, Dominar 400, KTM 390, and the recently launched Pulsar NS400Z, the company strategizes to capitalize on its current standing and progressively expand its influence in the market. Rajiv Bajaj highlighted the significance of securing a robust position as the runner-up in the market and indicated intentions to further advance from that point onwards.
Rajiv Bajaj assured that the evolution of the Pulsar series is ongoing, emphasizing that there will always be advancements to anticipate, though not necessarily in size alone. He stressed the importance of maintaining affordability without compromising on features, recognizing that the Pulsar competes in a different price bracket compared to KTM or Triumph motorcycles. Despite offering similar features to its KTM counterpart, the Pulsar is engineered to remain accessible to a wider customer base.
The recently launched NS400Z, powered by a 373 cc engine, is the latest addition to the Pulsar lineup, priced at Rs 1.85 lakh ex-showroom in Delhi, with bookings open for an initial deposit of Rs 5,000.