Bajaj to take on Royal Enfield with a New Brand

Royal Enfield has been enjoying good sales in 350cc plus motorcycle segment for some time now. There is a question about the Indian motorcycle maker which is likely to get some competition in future. Now, it seems like Bajaj will be the first company to get their hands in the segment. As per the Business Standard report, the MD of Bajaj auto, Rajiv Bajaj has admitted that they are planning to enter 350cc and above with a new product. However, we doubt that it will be an Avenger due to its presence in the mass-oriented 150cc segment.  

The bikes with 250cc and above displacement capacity are perceived as a lifestyle segment and targets the consumers who are passionate about biking, this is the reason why Royal Enfield enjoys such a huge fan following. Therefore, the Pune-based manufacturer is quite sure not to put their upcoming motorcycle as an extension of the Avenger. 

Presently, Bajaj has the CS400 under process, which was showcased at the 2014 Auto Expo as a concept. Also, there were rumours earlier regarding the launch of the CS400 in the market. But going with the words of the head honcho of Bajaj Auto, it feels like the company wants to bring a new brand to take on Royal Enfield. In case, the CS400 is under production, it could arrive under a different brand name. 

According to Rajiv Bajaj, MD, Bajaj Motorcycles, “Definitely. Every mature segment becomes a two-horse race eventually in any given market. The entire market is monopolised today by one person.... there is room for a second person. We can create a brand for that space. I am sure everyone else is thinking about it.”

"It could be. But, would a fellow buying a Royal Enfield 350-500 consider a brand like Avenger suitable when he sees lots of people on Avenger 150? I'm not sure. I would not say no, but I'm not fully convinced that's the best way. I'm not sure if an Avenger can impart the same charm as, say, a Royal Enfield” he further added.