Too many Pulsars in the market? Rajiv Bajaj answers why…

 

Why are there so many Pulsars in the portfolio? Rajiv Bajaj answered this in his recent interview with a TV channel…

The game started in 2001 when Bajaj introduced the Pulsar brand in India – in two cubic capacities – 150 and 180. Since then, Pulsar has been performing really well. Bajaj expanded the line-up with the 200 and 220.

Then came the next decade and we saw the introduction of the tech-packed new generation Pulsar platform – with motorcycles like the NS200, RS200, NS160 and eventually the NS125. Apparently, Bajaj wanted to convert the entire buyer set to the new generation model – however, that did not happen.

It was in 2021 (current decade) when Bajaj added another generation of Pulsar to the portfolio – which expanded the capacity to 250cc. So, we have Pulsar N250, F250, N160 and P160 from this set. The P150 has been discontinued and replaced by the N150 in the market.

The latest generation Pulsar joins the portfolio in 2021…

Amidst all this, Bajaj also dropped down a segment and entered the Pulsar 125cc segment – ​​which is currently the best-selling Pulsar model in the lineup. If that’s not all, Bajaj has officially announced that the ‘biggest ever’ Pulsar will be launched soon. Expected to be the NS400, it will apparently be based on the Dominar 400 platform.

This adds up to a whole truckload of Pulsars that are currently on the market and comments have often been made that having so many Pulsars confuses customers.

too many pulsars
With these oldest generation Pulsars, many believe that there are now too many Pulsars on the market…

However Rajiv Bajaj has his own beliefs. In a recent interview with a TV channel, he clarified that the segment in which Pulsar participates is around 400,000 units strong (per month). He elaborated that this is bigger than the entire industry size of most two-wheeler markets in the world.

So, Bajaj believes that instead of overpopulating the market with so many Pulsars, it is super-segmenting it! Presented in his own words..

…And if you’re tempted to think that we’re overpopulating the market, we’re not because instead of premiumization, I like to use the term super-segmentation. We can see that the segment that Pulsar participates in, which is around 400,000 motorcycles every month, is huge, it is probably bigger than the size of the industry in most other markets in the world. So there is a great opportunity to super-segment it and that is exactly what we are doing with Pulsar.

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Bajaj appears to have accepted the people’s mandate and after several setbacks, it has given up the idea of ​​shifting sales from one generation to the next. Instead, the strategy is to overwhelm buyers with Pulsars at every price point in the segment and allow people to buy whatever Pulsar they want. After all, customers stay with Bajaj!

What do you think about this strategy – is Bajaj right in its analysis? Or do you think that Pulsar’s sheer volume will someday backfire…?

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