Bajaj upbeat on domestic market prospects

The new Discover 100 launched last month and its more recently unveiled sibling, the 125 ST, along with the Pulsar 200 NS are expected to be the key drivers in the coming months.

Commuter segment

"These are three strategically important motorcycles which should do the trick in boosting numbers in the domestic market," Mr Rajiv Bajaj, Managing Director, told Business Line. The Discover has helped the company increase its presence in the commuter segment where Hero is the clear leader with its Splendor and Passion models.

Realising that it would be near impossible to replicate these numbers in the 100-110cc category, Bajaj Auto has been focusing on the 125cc segment instead. It is here that the all-new Discover ST is expected to play a pivotal role. This has been the company's thinking for sometime now when it first launched the XCD 125 five years ago. However, things began to fall in place only in 2009 when it honed its motorcycle brand strategy.

The Discover was identified as the mascot for the commuter segment and became the best option for those buyers seeking an affordable Pulsar. In the process, it spawned the sporty commuter option which could grow once the Discover ST makes the right connect with its buyer base.