Bajaj is aiming to squeeze Royal Enfield’s market share with the help of new Dominar 400.
Bajaj launched their most powerful motorcycle in India – Dominar 400. One of the biggest reason that Bajaj developed the powerful Dominar 400 is to take on the likes of Royal Enfield, not only in India, but across the globe. Demand for bikes in the category of 350-500 cc is huge and Royal Enfield have a healthy sales growth for quite some years now. Now Bajaj wants to dominate the market with the help of new Dominar 400.
At the launch of Dominar 400, Mr. Bajaj quoted that Siddhartha Lal (MD & CEO) Eicher Motor, parent of Royal Enfield) is a good friend. Rajiv Bajaj added that he is sure Siddhartha will be able to take brand Royal Enfield across the globe and register many more sales. Speaking of sales rivalry, Mr Bajaj said there is no rivalry – “Those who want slow bike, can ride Royal Enfield. Those who want fast, powerful bike can ride Dominar.”
The latest in such competitive advertisement is Bajaj Auto, the leading two wheeler manufacturer in India. Known for manufacturing low capacity motorcycles and scooters for the Indian market, Bajaj tied up with Austria based KTM motorcycles to launch its first 400 cc product in India – the Dominar 400. When we talk about a perfect touring motorbike, which can be taken for long rides, a category largely dominated by Royal Enfield and this is where the problem starts. While Dominar 400 is an excellent bike for city riding but it’s somehow not able to convince the loyal customers of Royal Enfield, customers who look forward to buying a bike for long rides.
In reply to Royal Enfield’s dominance, Bajaj resorted to direct advertisement, leaving everyone wondering, makes fun at Royal Enfield owners, for riding an “Elephant”. And
quite literally, the video features a group of riders on Elephants, trying to move up a hill. The video description on the advertisement posted on Youtube says – “Haathi Mat Palo! It’s time to start looking at a new way of long distance riding. Bajaj Dominar redefines long distance touring with advance technology and performance. Go Hyper-riding with the new Bajaj Dominar400.” For a power cruiser, the bajaj dominar 400 definitely grabs the space.
Have a look at the ad below :
Commenting more about Dominar 400, the concept was showcased at Delhi Auto Expo 2014 but there are a few changes like the front suspension system which is a regular telescopic fork (concept used USD fork), split seats, etc. The motorcycle employs LED headlights (first bike in India to do so), fully digital instrument console with auxiliary display on the fuel tank, front and rear disc brakes (with optional dual channel ABS), MRF tubeless tyres, LED taillights and indicators.
Talking more about the machine, the engine is borrowed from KTM. It is the same 373cc single cylinder FI unit with liquid cooling. But the power output has been detuned to 35 PS while torque output stands at 35 Nm. It has a top speed of 148 kmph and does 0-100 kmph in just 8.23 seconds.