A snapshot of the performance of the Indian Two Wheeler Industry in past 6 months –
1. Hero Moto Corp:
Hero Moto Corp (HMC) has been the “Maruti” of the Indian 2 wheeler industry. Its aggressive marketing and rural stronghold had made it an indomitable force to reckon with. But in the past one year it had to experience major upheaval – be it in terms of dis-association with Honda or rising labour issues. Although at one point of time the brand was successful in maintaining its 5 Lakh sale continuously (Dec’11 – Jun’12); the rising petrol prices, inflation and strengthening competition has slowed down the 2-wheeler major. Post the break-up with Honda, HMC has been following the product-offensive strategy to intensify its portfolio – See Ignitor, Maestro, Impulse for examples. But the similarity of the upcoming models with Honda models has hindered it to create a mark of its own. Even the bread and butter model – Splendor has faced stiff competition with Bajaj’s Discover and Honda’s Dream Yuga. Notable is the sales of the Stunner inspired-Ignitor which is significantly higher than its Honda sibling (in Nov’12 Ignitor sales were 7351 units vis-a-vis 1379 untis of Stunner).However, Splendor & Passion still constitute to over 60% of HMC sales. It will be interesting to see how the company would fare in the coming months with Bajaj Auto all pepped up to launch its new 100 cc offering.
2. Bajaj Auto:
With the year-end falling in the two wheeler auto major had a MoM de-growth of over 13 percent (Nov’12 vs Oct’12). The Discover range has grown significantly in past 6 months. Discover even emerged as the world’s largest selling bike (inclusive exports) in Oct’12 by de-throning the reigning Splendor. The Pulsar brand hasn’t been able to gain much with the new Pulsar 200NS. Avenger though has been able to garner consistent sale of average 2.5k units. However, Platina hasn’t got the recognition Bajaj had expected from it. This forced Bajaj Auto to launch Discover in 100 cc and made the auto major to launch a new 100 cc model (expected in first quarter of 2013).
3. Honda Motorcycle and Scooter India (HMSI):
HMSI has grown substantially in recent times. Time and again it has threatened Bajaj Auto of its second spot. With a dominating Scooter portfolio and growing Motorcycle range, Honda seems the most promising 2-wheeler manufacturer in India. The bike major has a proper product placement – starting with Dream Yuga in the lower-end with the top of the line CBR 250 leading the brand. And with Activa, Dio & Aviator in its kitty; it is easily garnering over a lakh sale from scooters itself.
4. TVS Motors
TVS Motors has lost the Scooter dominance and has given the segment to HMSI on a platter. Scooty sales have been dwindling over a year and the figures have reached below 20k numbers. The 2-wheeler maker also isn’t able to grow in the motorcycle category – with its offerings Flame, Jive & Victor already shut down and even Apache, Star Sports/City not performing as per their potential. TVS however is expecting highly from its new 125cc offering ‘Pheonix’ and as the word (Phoenix) means – TVS expects to rise from the ashes. Notable is to see the Mopeds still contributing to over 40 percent of TVS sales!
When FZ was launched, we expected Yamaha to reach new heights and re-live the era of ‘RX’. The model was thought to give Pulsar a strong competition – and in a way it did for a while. But the numbers did not speak as expected – Although FZ sale currently contribute to over 40% of Yamaha sale, the overall sales figure ain’t exciting. R15 is clearly the leader in the segment – has not allowed CBR 150/250 take the dominance. With Ray, Yamaha is planning to gain from the growing Scooter love of the Indian consumers.
Suzuki is following Honda’s footsteps – focus more on Scooters to gain some ground and later establish itself in Motorcycle category. But, Suzuki got the equation confused! Earlier with Slingshot and later bringing Hayate. Slingshot wasn’t even given a chance to compete and then comes the Hayate. Though with strong promotions (led by brand ambassador Salman Khan), Hayate is slowly able to get increased numbers and did its all time high of 9293 units in Nov’12. Access & Swish are loyally giving back to the parent company and combinedly contribute to over 70% of Suzuki sales!
7. Royal Enfield:
Talking numbers wouldn’t be right to do for this cult brand. With over six months waiting for most of its models RE is undoubtedly the Harley of India. The new Thunderbird has whipped a storm with its new model and has allowed the brand to garner its all time high sale of 4406 units. Bullet & Electra have been able to perform 2k+ sales in past 6 months. With capacity expansion plans, we expect RE to strengthen to newer heights in coming time.