INSPIRED BY THE SUCCESS OF THE MOJO, MAHINDRA TWO WHEELERS WILL FOCUS ON THE PREMIUM SEGMENT TO BOOST ITS SALES AS WELL AS BRAND VALUE IN THE MARKET.
The two-wheeler section of Indian auto giant Mahindra hasn't had a great start in the market with its initial products. The company took off to a new level in 2013 with the launch of its indigenously developed Centuro which is loaded with many premium features normally associated with cars. The bike is priced competitively as well and registered some great sales figures in the initial phase. However, it also failed in maintaining that charm for a long time and its market performance started dropping after a year. Then the company tried the same strategy in the scooter category with the Gusto, positioning it to be a game changer in the booming segment. Again, the scooter boasted a list of unique features but failed to impress the buyers and achieve the expected sales numbers.
Despite having more advanced products in the last fiscal, Mahindra Two Wheeler's sales dropped to 1,44,355 units as against the 1,65,364 units in FY2014-15. However, the latest launched premium motorcycle of the company, the Mojo, has performed well and is recording consistent sales. Despite being available in just 4 cities, the bike outsold the Honda CBR 250R in February which is available nationwide. Still, the Mahindra Mojo is available in just 19 cities across the country and doing great in its respective segment.
Now, some reports suggest that inspired by the success of the Mojo, Mahindra Two Wheelers is planning to give more attention to the premium segment. The company could bring more new products based on the Mojo's platform in the near future, but after the 150cc commuter motorcycle which could be its next launch. The company has also acquired Peugeot scooters, so we can expect some high-displacement premium scooters to take on the likes of the existing and upcoming Vespa products in future. According to recent reports, the company is also eyeing classic British motorcycle manufacturers including Norton and BSA, which will further help them establish themselves as a premium two-wheeler manufacturer in the market.