Dominar sales have been dwindling but Bajaj has plans to push the brand…
Dominar opened to bumper excitement predominantly due to the shocking price tag it was announced at. Surprisingly, that has not reflected in the monthly sales of the Bajaj’s biggest motorcycle.
Dominar 400, after initial 3000 monthly figures is down to 927 units in wholesale sales in the month of June 2017. This is marginally better than 882 units it did in May, according to the latest SIAM sales report. These figures are almost half of KTM 390’s dispatch sales which stood at 1627 units in June (May sales 1713 units). So, the KTM 390s (which include new-gen Duke 390 and 2017 RC390) have been outselling the Dominar 400 consistently which is priced significantly lesser.
Dominar 400 uses KTM 390’s 373 cc engine which has gone through a lot of changes and cost alignments. However, despite all the detuning it still makes fantastic power and torque figures and is pretty peppy on the roads.
Why this is concerning for Bajaj is that they had targeted Dominar 400 to scale upto 10,000 monthly units in the times to come. For now, they say that this is the impact of GST on motorcycle sales and they will bounce back with Dominar soon.
Bajaj announced that with the Dominar 400 they are targeting Royal Enfield but they have not been able to come even close to Royal Enfield’s 500cc motorcycle sales, leave their 350cc motorcycles sales aside.
So the question is – What is Bajaj doing to ensure a good product reaches the masses…?
Dominar – New Promotion Theme
Bajaj has changed the promotion theme of Dominar 400 and instead of a night rider, they are branding it as a ‘hyper tourer‘ and more aptly so. They have also upped its marketing activities with multiple billboards, online ads and Facebook and other media promotional activities.
Apart from this they have announced that they will launch a new motorcycle in the Dominar range shortly, particulars of which are not revealed (more details).
Going will not be easy for Dominar and it will be a task for Bajaj to set up the brand. Additional tax on motorcycles above 350 cc in GST is also expected to impact sales.
Like our earlier poll results, we still believe that Bajaj should have introduced the motorcycle under the Pulsar brand which is well established. To increase Dominar’s appeal, they have recently introduced a new matte colour to the theme.