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How Bajaj plans to boost Discover's market share

August 18, 2014 14:15 IST

How Bajaj plans to boost Discover's market share

Faisal Ali Khan

Bajaj Auto has realigned its Discover line-up to reduce confusion and boost market share, says Faisal Ali Khan of MotorBeam.com

Bajaj Auto hasn't been doing very well in the domestic market as it was overtaken by TVS recently for the third spot. While global sales of Bajaj continue to be strong, thanks to high exports, the company was recently overtaken by Honda in domestic motorcycle sales too. Bajaj makes some good bikes but has also created a lot of confusion in the mass market with multiple variants of some of its offerings.

Case in point being the Discover series; there was the standard 100cc Discover and 125cc Discover with new variants coming up in quick succession. Bajaj Auto launched the Discover 125 ST, followed by the Discover 125T and the last of the 125cc Discovers was the 125M.

The 125 ST was soon discontinued. Now Bajaj Auto has also removed the Discover 125T from its line-up;p thus only one 125cc Discover is on sale currently, the Discover 125M.

The same thing happened in the 100cc segment. The Discover 100T has been axed while the regular Discover 4G will also be stopped in the coming months.

Only one Discover will be on sale, the Discover 100M.

By keeping just one option in each segment, Bajaj Auto wants to make it easier for customers to make a choice.

Many people were going to other brands as the Discover range was too confusing.

So what happens to the Discover 125 ST, Discover 125T and Discover 100T after being discontinued?

The platform of these bikes has been utilised on the recently launched Discover 150 F and S. The new 150cc Discovers are positioned as entry-level commuters which don't compromise on performance or mileage.

Thus Bajaj Auto has now planned to keep just four models under the Discover name.

The next launch from the company would be a Pulsar, most likely the 200 SS.


Image: Bajaj Discover 125ST
Photographs: bajajauto.com