Anoop Menon
Anoop is an avid consumer of automotive news and food. On most days, you can find him scouring the internet or immersed in a book. ... Read More
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India has a rather unique automotive market, with its consumers having their own set of demands and expectations. It is well-known that the Indian automotive market is very price-sensitive, with lower-end products seeing more demand and sales than costlier ones. But there have been a few exceptions, and the Bajaj Dominar 400 is the latest one. In an Autocar Professional interview, Bajaj Auto‘s bike business President Eric Vas disclosed that the ABS-equipped Dominar has been out-selling the non-ABS Dominar. The non-ABS standard Bajaj Dominar 400 is priced at INR 1.36 lakh and the Dominar 400 ABS comes at INR 1.50 lakh (both prices ex-showroom Delhi). This equates to a price difference of INR 14,000.
In its first month of sales in January 2017, the Bajaj Dominar 400 sold around 3,000 units. The company aims to hit a monthly sales volume of 10,000 units by September 2017, which is quite a bold move given that this is Bajaj’s most premium product. But then again, the INR 1-2 lakh bike segment has been seeing a lot of activity and sales volume recently. Indians seem more eager than ever to upgrade to higher-cc and more powerful bikes that are beyond the average commuters. Bajaj seems to have made the right call by offering ABS on the bike, since a lot of customers in this segment want more from their motorcycles in terms of safety and are willing to pay a premium for it. Also Read: Royal Enfield chief not worried about Bajaj Dominar
Commenting about the sales performance of the ABS-equipped Dominar 400, Mr. Vas said, “At the time, we did not know how much [the Bajaj Pulsar RS200] would sell. Later, we were pleasantly surprised that more than 50 percent of the RS 200’s sales came from the ABS variant. When we launched the Dominar 400, we had an ABS option. The sale of the ABS variant is far more than the non-ABS variant.” Also Read: Bajaj Dominar 400 now available in over 50 cities, complete price list revealed
The Dominar 400 is currently the second-most affordable ABS-equipped bike in India, behind the older TVS Apache RTR 180. It is also the most affordable bike above the 200cc mark that comes with dual-channel ABS. With a 373cc engine that can churn out 34.5 bhp and 35 Nm of torque, it is a bike designed to do it all. Despite its imperfections, there is no denying that this is a bike that every customer will consider seriously if they want to upgrade to a bigger and better performance bike.
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