M2Wheelers turning focus on mass market to grow volume

Tags: News

Introduces two new 110 cc motorcycles, Pantero and Centuro

Mahindra Two Wheelers, part of the $15.9 billion Mahindra group, is re-entering the rapidly growing motorcycles market after creating its own segment within the lucrative mass market in the country to beat competition.

“We are creating our own segment for the customers in the rapidly growing 100-110 cc motorcycle mass market in the country,” Dharmendra Mishra, vice president - sales and customer care at Mahindra Two Wheelers told Financial Chronicle.

He said the feature packed, two all new 110 cc Mahindra motorcycles called Pantero and Centuro, branded as innovative and intelligent thinking machines, will attract customers from rival brands. “They are made to help mass consumers to rise up and fulfil their aspirations for better bikes without pinching their pockets,” Mishra said.

He said the 100-110 cc motorcycle range comprised of 60-70 per cent to 6,00,000 – 7,00,000 units out of an average of a little less than 10 lakh units sold every month in the country. India’s big four manufacturers include Hero MotoCorp, the leader in the pecking order, followed by Bajaj Auto, Honda Motorcycles and Scooters India and TVS Motors. With sales volumes of 10.1 million units, the motorcycles segment is the largest sub-segment of the domestic two wheeler industry accounting for a bulk of its volumes in financial year 2011-12, SIAM data showed.

Mishra said Mahindra Two Wheelers were not present in the entry level motorcycle segment dominated by major players such as Suzuki’s Hayate, Bajaj Auto’s Platina, TVS’ Star, Hero’ CD Dawn and Yamaha Crux. He said these bikes carried a price tag of around Rs 35,000 - 40,000.

“We are in the executive segment which is expensive by Rs 4,000 – Rs 5,000 more than the entry level at Rs 44,000 – Rs 45,000,” Mishra said. He said in the executive segment, Mahindra Two Wheelers is creating a niche segment to woo customers, who want to move up the value chain.

“Pantero base model with a price tag of Rs 44,190 at showrooms in Pune is positioned at the mid-level in the executive segment,” Mishra said. Pantero will compete with bikes such as Hero Passion Pro, Hero Splendor Pro, Bajaj Discover 100, and Honda Dream Yuga.

Pantero, powered by Mahindra’s own, indigenously developed, intelligent micro-chip ignited-5 curve engine, boasts of best-in-class manoeuvrability with sleek styling and a low turning radius, which helps the rider weave through bad roads and traffic with ease, Mishra said.

“Pantero is equipped with many first-in-class features, with longest seat (774 mm) in its class, offering riders comfort over longer distance and LED pilot lamps and LED tail lamps provide added safety for riders during twilight and foggy winter conditions when there is lower visibility,” Mishra said. He said even the large, fully digital dashboard, a first in this segment, comes equipped with a speedometer, fully gauge, tachometer and clock. It also has an inbuilt capability to indicate the distance travelled, he said.

Pantero, available in red, silver, blazing black and cool black colours at present has been commercially launched in Gujarat, Uttar Pradesh, Rajasthan, Madhya Pradesh, Chhattisgarh, Karnataka, Maharashtra, Andra Pradesh, Tamil Nadu, and Kerala.

Mishra said the second motorcycle Centuro, positioned at the upper end of the executive segment, is protected by a central locking anti-theft system with engine immobiliser and a remote 96-bit encrypted flip key that gives unique secure access to the bike.

“It has a find-me lamps that help to easily locate the motorcycle even in crowded parking lots and its guide lamps continue to illuminate even as you walk away, after parking the bike,” Mishra said. He said it is also equipped with an advanced, fully digital consol with in-built, programmed service indicator and distance-to-empty fuel calculator, so that the rider is never left stranded. “Those who aspire for something new within the same engine configuration will come to Mahindra as Centuro faces no real competition,” he said.

Mishra said Centuro will be commercially launched March-end or early April 2013. Mahindra’s facility at Pithampur, Indore has an installed capacity to make 10 lakh two-wheelers annually, he said.

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