Benelli to focus on localization and mass segment bikes in India, Auto News

Italian premium bike manufacturer Benelli is refreshing its India strategy centered around localization and mass segment penetration in India. Benelli, owned by China’s Qianjiang group recently tied up Hyderabad-based Mahavir Group.

The company is setting up a plant in Telengana.

The company is setting up a plant in Telengana.“Indian two-wheeler market is the biggest in the world so it is very important for any manufacturers. India is one of the most important market for Benelli also and we want to continue to invest in India to develop that market,” a senior company official told ETAuto during EICMA show in Italy.

According to the company official, for India, the company has a very dynamic plan. The first focus for the company is to achieve higher localization and then penetrate into higher market segment.

“If you want to do good in India, then you should have the products to match the requirement of the Indian markets. So, if you are covering only small part of the market your markets share will also be limited. So to get the bigger volume you need to match the market requirement,” the company official told ETAtuo.

The company is setting up a plant in Telengana. The company had earlier announced its plant to launch 12 models in 300-600 cc. Now, the headquarter is strongly looking at bring products in as low as 130 cc segment apart from serving the some other international market from here.

“Like any other manufacturer, we are also looking at using India as hub to export in the relevant market,” a company official informed. Benelli was acquired by Qianjiang in 2005 after it went bankrupt. Since then Chinese owner has been plotting a comeback story.

Benelli operation was halted in India in May this year after parting ways with its Pune-based partner DSK Motowheels, which ran into financial trouble.

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