Analysis – Motorcycle Sales

Over 9.5 Lakh Motorcycles are sold in India every month. While Motorcycles have predominantly been the bigger volume player for Two-Wheeler OEMs; Scooters have caught the fancy of Indian Consumer really well and are giving tough fight to the Motorcycle prospects. Hero’s fortunes in the subcontinent has been laid by the tremendous performance of its Motorcycle offerings.

While we present the report for the current Financial Year, do find the categorization of the segments done for clarity:

  • Commuter / Economy Segment : Includes the entry level 100cc offerings from the respective OEMs
  • Executive / Premium Commuter Segment : Higher priced 100cc/125cc along with entry level 150cc Motorcycles have been included
  • Premium / Sports / Performance Segment : High-end 150cc and above

A look at the Top Performers Segment-wise:

Commuter Segment-

1

Executive Segment-

2

Premium Segment-

3

Summary:

  • Executive Segment is the biggest player amongst all and Hero is the clear leader in this segment with whopping 67% Market Share. Splendor, Passion & Glamour from Hero Moto Corp stand first, second and third in the ranking table. Bajaj’s Vikrant had a promising start, but yet to catch up in terms of numbers. Shine & Dream Neo which were once strong contenders to Hero’s offerings have gradually fizzled out of the race and Honda is currently finding extremely difficult to push these brands in the market.
  • Economy Segment is dominated by 2 products – Hero’s CD Dawn & Bajaj’s CT100. The volumes speak for itself for these models. Platina did extremely well at its launch; however Bajaj wasn’t able to milk the segment to its potential (maybe due to low focus?)
  • While we have one of the highest number of models in the Premium segment – volumes aren’t as high. Though the overall numbers have increased over the years; we still feel this segment should grow to much higher levels. It is also one of the fastest (& most profitable) segment currently! Royal Enfield have scripted their growth story through the segment and the growth looks sustainable as of now. Also to be mentioned is Pulsar’s dominance in the category – and has helped Bajaj to emerge as one of the most profitable OEMs.
  • Special mention on Hero’s Performance – Hero’s offerings have dominated the list in Commuter & Executive segments; but has a shameful plight in Premium category. Though the OEM has showcased a long list of products in the category at the Auto Expo – It’ll have a lot to catch upto in coming times.

Two Wheeler OEMs much profitable than Car OEMS!

While the cost of a passenger car is much higher than a 2-wheeler; the Bike/Scooter OEMs have surpassed the Car OEMs by a decent margin. We have always been amazed by the dynamics of the Automotive Industry and this business performance dazzles us even more. There is a tremendous influx of Global Passenger Car OEMs in the Indian Automotive Space, but many of the existing companies are suffering with tremendous losses. And the way forward for the incoming companies is not easy either.

1
Source: Business Standard

Car OEMs considered for the above calculation – Maruti Suzuki, Tata Motors, Mahindra & Mahindra, Hyundai Motors India, Honda Cars India, Toyota Kirloskar and Ford India.

2-wheeler OEMs considered – Hero MotoCorp, Bajaj Auto, TVS Motors, Eicher Motors and Honda Motorcycle & Scooters India.

Majority of the Two-wheeler OEMs debts are under control and have a healthy balance sheet. Whereas, the debt levels of Car OEMs are mind-boggingly high. It is also attributed by extremely high investments made by carmakers in setting up the manufacturing facility and exorbitantly high New Product Development costs.

Amongst all automotive companies (4-wheelers), only Maruti Suzuki seems to be in a financially strong position. Also with The Indian Policy makers penalizing the car buyers with hefty taxes, the automotive space is under tremendous pressure to perform. These are the following taxes that a car buyer has to bear as of date –

  • Excise Duty
  • Central Sales Tax (CST)
  • R&D Cess
  • Education Cess
  • Value Added Tax (VAT)
  • Octroi/Entry Tax
  • National Calamity Contingent Duty
  • Road Tax
  • Swachh Bharat Cess
  • Service Tax

Apart from these taxes, from 1st June the customer needs to pay additional 1% as Krishi Kalyan Tax (for cars >Rs.10 Lakhs)! So, while the Modi Government is pushing for Make in India we believe that not much adequate steps are being taken to support the OEMs.