With constantly dipping sales, Bajaj Auto is still very much optimistic for the Dominar brand
Bajaj Auto launched its flagship motorcycle Dominar 400 in India in December last year. The 373cc power cruiser made a rocking entry to our shores at a stunning price and within no time, it became popular among the masses. Before the launch of the Dominar 400 in India. Mr Rajiv Bajaj, Managing Director, Bajaj Auto seemed quite optimistic about his product and announced that the company is looking at clocking 10,000 unit sales a month by the end of 2017 with the Dominar. This includes exports as well. However, things went in the opposite direction and the sale of the bike went on to dip continuously in the following months.
Now, in a recent interview, the top honcho gave a quite surprising statement. Mr Bajaj said that the Dominar 400 is doing quite good at present. In comparison to Royal Enfield, the company says that RE has a huge head start and has been in India for over 60 years now. On the parallel, the Dominar hasn’t completed a year and hence, things may take a bit of time for the brand to establish itself. Also, the price of the Dominar 400 is almost the same as the Classic 350 and hence, the Bajaj cruiser didn’t managed to make that an impact on the audience especially when the pricing is concerned.
Bajaj Auto has also stated that it is trying to displace a well established brand like Honda CBR250R with the Dominar 400. The company believes the CBR250R to be a flop and hence, it is saying that Bajaj has succeeded when talking of the segment in which TVS has not entered yet.
Talking of numbers, Bajaj Dominar 400 registered a unit sale of 1,352 units in the month of July 2017. The bike never managed to see a total sale of over 3,500 units per month ever since its launch nine months back. In such a case, when Bajaj Auto believes that the bike is doing great, only time will tell if the Dominar was actually a good move by the company or not!