Bajaj Auto is taking yet another aim at the mass market with the launch of the new 100cc bike, Discover 100 M. The mileage or the commuter segment accounts for 85% of the Indian motorcycle segment and sells 8.35 lakh bikes every month. Bajaj Auto’s market share of the mass segment is at 18%.
The new bike with disc brakes is priced at Rs 49,000 (ex-showroom Delhi) and drum brakes variant has been priced at Rs 45,996 (ex-showroom Delhi).
Bajaj already has two bikes in this segment — the Discover 100 4G and Discover 100 T. “With the launch of the Discover 100 M we expect to substantially increase our market share,” Bajaj Auto president (motorcycle business)
K Srinivas said on Tuesday.
The company has shipped 6,500 units and the new launch is expected to push sales and bring in incremental volumes at a time when motorcycle sales have been flat.
Srinivas also expects this bike to do well in the rural markets. “The retail growth during the similar time has shown a 10% decline so the market has not turned around yet,” Srinivas said. The Discover has yet to perform and help the company make dent into the segment dominated for by Hero’s Splendor and Passion brands.