Yamaha gets closer to the customer

Usha Somayaji
01 June 2001

Having tasted the success in the volume segment with the launch of the four stroke, 106cc Crux, Yamaha Motor Escorts (YMEL) now plans to intensify its presence in this segment. Of the two new models that are expected to hit the market in the next six months, one is likely to be positioned on the ''price'' plank, with an offering in the Rs 32,000 - 35,000 price band.

The stripping could be in the matter of aesthetics, says Rahul Bhatnagar, (zonal manager, western region), not in the performance or quality. "Yamaha bikes are known for their quality and performance. These will not be compromised."

Another segment where YMEL is likely to make an entry is the ''style'' category in the economy segment, since ''price'' and ''style'' are niche areas that need to be addressed. Thus, two new models are expected in six months, each addressing different segments of the volumes market.

These initiatives follow the unexpected success Crux has brought, which was the first bike from the Yamaha stable after it increased its stake from 50 to 74 per cent in Yamaha Motor Escorts Ltd., and its first ever fuel efficient offering in the country. Yamaha, as is well known, is better known for its ''power'' bikes.

"With the launch of the Crux, we tried to do away with some misconceptions," said Mr. Bhatnagar, "the most important being that Yamaha bikes too could offer fuel efficiency and better mileage, in addition to power and performance."

Such an entry was deemed necessary by the company, since 85 per cent of the Indian motorcycle market was dominated by the likes of the Hero Honda’s CD SS and Splendour, and the Kawasaki Bajaj Boxer and Caliber, each of them marketed on the economy and mileage plank. Yamaha had no bike to offer in this segment. Thus the launch of Crux.