Bajaj Auto to take the Boxer BM150 “Bharat Bike” to Indian villages on a road show to boost sales!

The Boxer BM150 utility motorcycle was a bold experiment by Bajaj Auto, an experiment Bajaj hoped would create a new category of rugged and reliable rural utility motorcycles. The sales of the Boxer BM150 though have been less than encouraging with the motorcycle averaging 3,000 units a month, which is way below what Bajaj Auto envisaged for the Boxer. In a bid to push the motorcycle in its original target market, rural India, Bajaj is planning to launch a road show in which the Boxer BM150 will be taken from village to village, encouraging prospective customers to have a look and feel of this motorcycle.

2012 Bajaj Boxer BM150 Rural Utility Motorcycle

The Bajaj Boxer BM150 a.k.a. the “Bharat Bike” is a motorcycle that is relatively unknown to most people in India, despite many months having elapsed since its launch. Bajaj hasn’t really marketed this motorcycle like it markets its rest of the motorcycle range. The other factor that could be contributing to dull sales for the Boxer is the lower fuel economy that its 150cc engine delivers, when compared to the 100cc motorcycles that currently rule the rural roads of India. These are the exact concerns we raised many months ago, even before the Boxer BM150 was launched.

2012 Bajaj Boxer BM150 Rural Utility Motorcycle

Though the Boxer BM150 is a rugged product, the lower fuel economy is what could be the biggest factor working against this motorcycle, which seems well ahead of its time. Bajaj Auto has been known to turn around the fortunes of its slow selling products by aggressive price cuts and repositioning. Will the same work in the case of the Boxer BM150 is something only the future will tell. The success or failure of the Boxer BM150 will also determine whether other manufacturers will enter the “rural utility motorcycle” segment, a still nascent segment that the Bajaj and the Boxer BM150 have created just months ago.

Via NDTVProfit

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