From probiking to rural-biking

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After pushing the adrenaline of the young generation with ultimate bikes like Pulsar and Avenger, Bajaj is now trying an innovative way to grasp the essence of premium biking by setting up the Bajaj Probiking Showrooms all over the country. The effort is to provide an excellent retail and post sales experience to the probikers so that they can relate better with the Bajaj brand name. At the same time, normal bikers would perceive Bajaj as being ‘up there’ on the technology front. It will also allow the customers to test the bikes for torque, speed and accelerations, things which are not possible in a normal showroom. On another end, Bajaj is trying to tap the rural segment, using a very innovative and different kind of rural dealership system designed to address issues (like credit, loans) specific to rural customers. But then, is this rural foray even required for Bajaj? Well, with an extremely low current two-wheeler penetration of around 7%, it makes more than sense, it makes Bajaj sense!

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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