Bajaj To Start Boxer Sales Again To Take On Honda’s CD Dawn
Submitted by Gurpreet Singh on Mon, 01/17/2011 - 08:51
Bajaj Auto proposes to restart sales of its Boxer motorcycle by April as it aims to enhance volumes for a second bid to defy Hero Honda's CD Dawn entry-level model.
Shridhar said, "Boxer will be launched in the commuter space, where there is a strong boom," chief executive (two-wheelers) of Bajaj Auto, S Shridhar, told Financial Chronicle, without giving the pricing and technical specifics of the model. "Pulsar and Discover will remain the focus brands for the time being. Boxer will initially start in a small way, while KTM (launch) will also happen soon."
According to Society of Indian Automobile Manufacturers, the commuter section is the fundamental sector for two-wheelers and comprises over 60% of India's overall motorcycle sales, which amplified 24% to 6.6 million units from April to December.
According to Abdul Majeed, auto practice leader at PwC, a company requires having a strong product in the section to have superior market share.
The company had terminated the Boxer in the year 2007 and substituted it with the Platina, showing that it required offering more at a similar price.
But, the Platina fell short of making much of an impact in the commuter section as compared to Hero Honda's CD Dawn and TVS's Star City.
It remains undecided whether Bajaj will keep on selling the Platina next to the Boxer after its re-launch.
