Bajaj Auto readies five launches as festive two-wheeler demand holds firm
Bajaj Auto has refreshed the Pulsar 125 and 150 and plans three more product launches by mid-October, alongside two new brands in coming months. The company is banking on festive demand, with domestic two-wheeler sales up 19% year-on-year in July.
What happened
Bajaj Auto launched refreshed Pulsar 125 and 150 motorcycles and plans three more products plus two new brands. It expects strong festive demand despite
Key facts
- 3 new products in next 45 days/by mid-October
- 2 new brands in coming months
- Pulsar 125 introductory price: Rs 92,900
- Pulsar 150 introductory price: Rs 1.15 lakh
- 12 models launched since October last year
- July total sales: 474,677 units, up 30% YoY
- July domestic sales: 220,192 units, up 20% YoY
- July domestic two-wheeler sales: 165,747 units, up 19% YoY
- Pulsar 125 sales reportedly down 38% YoY
- Pulsar 150 sales reportedly down 67% YoY
- Two-wheeler industry growth: about 12%
- Motorcycle segment growth: about 10%
- EV growth: about 80%
- 125cc share of motorcycle market: about 28%, from 25% three years ago
Why this matters
Bajaj’s move to add two brands signals a search for new customer and segment whitespace, creating potential opportunities for technology, distribution and brand-building partnerships.
What to watch
- August-October domestic two-wheeler registration growth versus Bajaj wholesale growth.
- Dealer inventory days, dispatch-to-registration gaps, and availability of refreshed Pulsar models.
- Festive financing rates, down-payment requirements, and exchange-offer intensity across Bajaj, Hero, TVS, Honda, and Royal Enfield.
- Launch timing, segment positioning, and pricing of the three forthcoming products and two new brands.
- Gross-margin commentary, promotional-spend trends, and export-market performance.
- Competitive launches or discounting in the 125cc-160cc commuter-sport segment.
- Stagger the remaining launches around regional festive peaks to sustain showroom footfall rather than concentrate demand in one week.
- Pair new models with aggressive exchange, low-EMI, and insurance offers to convert buyers facing affordability constraints.
- Secure dealer-level inventory allocation and service-parts readiness before launch to avoid stock-outs and weak early ownership experiences.
- Use the new-brand launches to establish distinct price, styling, and customer segments rather than cannibalize Pulsar-led sales.
- Increase localized digital lead generation and dealer test-ride events in high-growth tier-2 and tier-3 markets.