Boxer BM-150 is getting good response in foreign markets

Bajaj Auto, country’s largest exporter of motorcycle is seeing good demand for its motorcycle Boxer BM 150 in the African and Latin American market as per the news reported by Financial Chronicle. Boxer BM 150 which was launched in India last year failed to create big numbers in the domestic market due to soft marketing and unclear positioning. However, it is very well received in the foreign markets.

This is really surprising news as Boxer BM-150 (Bharat motorcycle) was mainly developed and targeted to rural India market. Boxer is very well established and dominant brand in Africa, hence Boxer BM 150 success can be attributed to the same. However, success in Philippines market is largely attributed to the features of the motorcycle.

Boxer BM 150 has specific features like a very wide seat which can accommodate three persons at the same time, wider rear tyre and SNS suspension for better grip on muddy road with pothole, heavy duty clutch and brakes and an engine which produces torque of more than 12 Nm.  These all features are much required in rural India. Emerging nations have more or less similar kind of demographic and geographic situation like rural India.

It is to be noted that, although these are emerging markets, Bajaj Auto has to face Chinese and Japanese competition in these markets. China is known for producing motorcycles at cheapest price which no other manufacturers can match but these motorcycles are very bad at quality front. Japanese are known for producing quality motorcycles; however they are not better on specific features front. Honda launched CB ACE 125 in African market to take on Boxer BM 100; however it is not able to make any difference to Boxer sales.  Apart from Boxer, Pulsar is also well established brand in foreign markets.

K Srinivas, president – motorcycles, Bajaj Auto said “Our Boxer motorcycle is the market leader in Nigeria, where we entered six to seven years ago and it was strongly dominated by Chinese brands. Interestingly, Boxer is the top selling model despite being costlier by about 30 per cent than other competing brands. While we see a Pulsar mania in Latin American markets, it is Boxer mania in countries such as Nigeria in the Africa. It is the brand that pulls the customers in all these markets.

He also added,”Even though, Boxer is not seeing big sales in the domestic market, it is the largest selling brand in Africa. A new 150cc version of it, the BM-150 has been well received and presents good growth prospects. In Philippines, Boxer BM-150 and the Pulsar 135 were launched last year and were well received, with the latter helping Bajaj Auto to gain 34 per cent market share in the sports segment. “

Bajaj Auto aims to become global motorcycle manufacturer leader.  It aims to cater 30% of the global motorcycle demand, it also owns more than 47% in KTM sports AG of Austria.

-Mahavir Kothari