Secondly, we must have different styles, as different people want different things. In terms of pricing - we will have more price points, because everybody can't afford to buy an Avenger 220 and a big cc bike. "If we want to use Avenger and create a larger appeal, we must do three things. So the company decided to introduce a range at different price points and different cubic capacities. In its third avatar, the new range of Avengers are built on Bajaj Auto's new generation platforms, which underpins the new Pulsars and KTM, and are high on performance and drive feel.īajaj felt the existing Avenger only appealed to a specific audience and was a not a sharp cruiser, but part-cruiser, part-street with just one cubic capacity which was 220. And probably, people who are jaded and fatigued buying the same thing, Pulsar, FZ, Apache, etc, will hopefully get something new and exciting in the market," he explains. "When everybody is presenting one format of bike to the market, we are presenting something different, so suddenly we become the only player available there. And around 40 per cent of two wheelers are upgraders from earlier bikes. Currently the sales of all brands less than 200cc account for around 8 lakh units per month. "The strategy behind the new range of Avenger is born out of the approach of creating something which is opposite of the market place," says Rajiv Bajaj, the MD of Bajaj Auto. With Royal Enfield and Harley Davidson finding traction in the mid-size and high end motorcycle space, there was a vacuum in the affordable cruiser space, which Bajaj Auto has filled now with the Avenger 220 Cruise, 220 Street and the 150 Avenger Street at Rs 84,000 and Rs 75,000 respectively. Having ruled the roost with Pulsars in the premium end of the market, Pune-based Bajaj Auto has unleashed a range of cruiser bikes under Avenger to woo Indian masses.
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