The Managing Director of Bajaj Auto, India's third largest motorcycle maker, said that the auto maker has increased its exports to 1.2 million in 2011 from nil in 2001. Addressing the expansion possibilities available in developing economies of ASEAN, Latin America and Africa, Rajiv Bajaj said, “We are aiming to become market leaders in some countries, especially Asean. These are the future markets with great potential for growth.”
The move will help the company to consolidate its position in the global arena and earn some decent profits. In a press conference organised at Bajaj's Akurdi office, the company official affirmed that the auto maker has done fairly well in Philippines since 2004, the time when it forayed into the market. Now, the company is looking ahead to repeat the same story of success in the Indonesian market through a venture with its Japanese partner, Kawasaki Heavy Industries. He said, “In Philippines, we hold a 45 per cent market share. Of this, 35 per cent belongs to Bajaj while 10 per cent is of Kawasaki.”
He later added, “The Company is in the race to chase the motorcycle leadership globally with Kawasaki, which was number one in the US markets last year. Under the new alliance, we will first enter Indonesia to sell the newly launched Bajaj Pulsar 200 NS motorcycle in the middle of 2013 under Kawasaki Bajaj brand.”
Citing reasons behind the company's rising interest in ASEAN market, Bajaj said that its models are not a hit in the developed markets like US, Europe, Japan or Australia. “Our products are more relevant in countries like Sri Lanka where we have 70 per cent market share, Bangladesh with 50 per cent market share, Uganda, Colombia and so on,” he added later.
The two-wheeler manufacturer said that it has implemented a strategy of specialisation. It will not launch a large number of vehicles in the international market; however some experts believe that the auto maker has a Midas touch and therefore, it can launch several products in the global arena. But the buyers in developed markets are smart and look on several aspects before actually going for the model.
Bajaj Auto also had plans to establish a production facility in Gujarat as some issues with the Maharashtra government rose and are not yet resolved. However, no updated information has been delivered from the auto maker's stables as of now.
