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Bajaj Auto on re-branding trip

Bajaj Auto, recently released its new identity as “The World’s Favourite Indian” to announce its transition from a domestic scooter maker to a global motorcycle powerhouse. According to the company the transition is in a mere span of 17 years.

The company marked the beginning of its journey with the launch of the Pulsar from Chakan plant in 2001. Since then it has come a long way. Building on its ‘Hamara Bajaj’ roots of providing trusted and reliable mobility solutions, the company has significantly invested in technology and innovation to design motorcycles appreciated not only in India but 70 countries around the world. It has grown to become India’s No.1 motorcycle exporter with two out of three bikes carrying a Bajaj badge.

About 40 per cent of the company’s revenue is attributed to the international markets. It has earned US $ 13 billion of forex in the last 10 years and hit a milestone two million units of international sales in 2018.

With 15 million motorcycles sold in over 70 countries, Bajaj Auto is also considered as benchmark for the ‘Make in India’ vision of the government. With availability and customer preference scaling from Russia and Malaysia to Argentina and Mexico, it is today possibly the largest Indian brand name in terms of customer purchase value. In fact the numbers endorse a popularity that is even wider and deeper than many other symbols of Indian pride, be in cuisines, entertainment or sportspersons.

Commenting on this successful journey, Rajiv Bajaj, managing director said, “Our international performance is validation of our strategy of focus and differentiation. Our unwavering commitment towards building the best motorcycles in the world through design, technology, quality and customer satisfaction have made us a truly global brand. Bajaj brand is not only The World’s Favourite Indian, but also perhaps the most illustrious ambassador for Make in India initiative of the Indian government.”

He further added, “In only 17 years since the launch of Pulsar, we have become the third-largest motorcycle manufacturer in the world, ahead of several Japanese and European brands that have been around for much longer. In any market around the world, when people think of motorcycles, they should think of Bajaj. That would help us achieve our vision of being a global motorcycle specialist.”

To communicate the new brand identity, the company will be launching powerful marketing campaign. The retail showrooms of Bajaj Auto motorcycles and commercial vehicles will also undergo a transformation with new signage and branding in line with the message of The World’s Favourite Indian.

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