2011 Bajaj Discover 125 to be relaunched next month!

Bajaj Discover 125 DTSi

At the rate at which they seem to be going, Bajaj Auto will soon be known as a motorcycle manufacturer that changes tack at the drop of a hat. And that is a good thing as long as the market dynamics are being obeyed and the sales figure keep inching upwards. Last month, we did a story on the Bajaj Discover coming out in a brand new iteration in March. March is here and so is the Bajaj Discover too, this time in 125cc guise.

The Bajaj Discover 125 will be launched soon and in two variants. A cheaper drum brake variant will sell for INR 44,000 while the disc braked version will retail for INR 47,000, both prices ex-showroom Delhi numbers. Perplexingly, the Discover 100, which sells for INR 42,000 is priced dangerously close to the 125cc variant and this could be another fly in the ointment for Bajaj.

This, as the very reason for discontinuing the Bajaj Discover 125 a while ago could be undone if the either of the models’ sales gets cannibalized by the other. That isn’t all. The Discover 125 with the disc brake will also be just INR 1,000 cheaper than the Bajaj Discover 150, which is priced at INR 48,000. So, in a price range of about INR 5,000, the motorcycle buyer walking into a Bajaj showroom could have four different variants of three motorcycle variants to choose from. If that isn’t confusing, what is?

Considering that the Discover brand being positioned as a sporty commuter, the new Discover 125 is also expected to come with a feature set that is significantly higher than that of the competition, read the Hero Honda Super Splendor 125, the Honda Shine 125 and the Suzuki Slingshot 125. Also, the Discover 125 may be a value warrior like most Bajajs are and thus is expected to be a core driver of Bajaj’s volumes from 3,00,000 to 3,50,000 Discover motorcycles per year.

Also, the Discover 125 will drop the Bajaj moniker and will now sit in a sub brand that is independent of Bajaj. This is a part of Bajaj’s future strategy of hiving off the Pulsar and Discover brand names into separate brands by themselves. So, Bajaj has a lot pegged on the Discover 125′s launch. Whether this strategy of launching products within striking distance of it’s stablemates will work is something only the sales charts will tell in the times to come.

Via WheelsUnplugged

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March 4, 2011 | By Jay Prashanth · Tags:

Comments

2 Responses to “2011 Bajaj Discover 125 to be relaunched next month!”

MG_BIKER_XBHP on March 5th, 2011 11:35 pm

Discover 125 was previously a flop and production was discontinued. Bajaj so far has only one brand ‘Pulsar’ which holds some ground, none of the other brands are hit, Platina, CT100, XCD Series and Discover still has low brand value.
Jay Prashanth on March 6th, 2011 11:13 am

MG Biker,

Spot on. This is what perplexes me when Bajaj is once again going back to a strategy that clearly bombed last time around. It would be interesting to see how tries to turn things around with the 2011 Discover 125.

Cheers,

Jay

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