Superbikes beat slowdown woes, Auto News, ET Auto


“We have seen very consistent sales numbers all through and no slowdown in demand at all because these bikes are not necessity products," dded Vikas Jhabakh, MD, Benelli India which has launched 3 models in the 500 cc and above range between January-August.
“We have seen very consistent sales numbers all through and no slowdown in demand at all because these bikes are not necessity products,” dded Vikas Jhabakh, MD, Benelli India which has launched 3 models in the 500 cc and above range between January-August.

Chennai: At a time when the automobile market is reeling from a sales slowdown — the 500 cc plus lifestyle motorcycle market has seen a four-fold growth in the April-August pushed by the entry of new players and slew of new model launches.

According to SIAM data, The 500 cc and above segment has grown from 5,058 units to 23,577 units in April to August 2019 y-o-y. Part of this growth is because the segment is less affected because it is a niche play.

The entry of Royal Enfield 650 twins Continental GT and Interceptor have brought bigger volumes by tapping into upgrader demand.

“The 650 Twins have been game-changers in the premium mid-sized motorcycle segment,” said the company spokesperson. “Over 3.5 million Royal Enfield riding enthusiasts and owners have been waiting to upgrade to higher powered motorcycles, and the 650 Twins have been the obvious choice for them,” she said.

As for the other smaller volume players, the segment is vrooming with new launches despite a higher price tag. “The higher-end superbike market is around 15,000-20,000 units a year. Motoroyale has seen around 10%-15% growth this year,” said Ajinkya Firodia, MD, Motoroyale. Since the market is small, he added, marketers are bringing new products to keep the excitement alive.

Firodia launched a bike priced at nearly Rs 19 lakh in August and is gearing up for the roll out one more bike next March. Others incuding Ducati have rolled out two superbikes in 3 months priced between Rs 12 lakh and Rs 19.25 lakh.

“We have seen very consistent sales numbers all through and no slowdown in demand at all because these bikes are not necessity products. The only thing that has changed for us is the time taken to close a sale with the customer which is due to the fact that banks are now more careful with retail loans,” added Vikas Jhabakh, MD, Benelli India which has launched 3 models in the 500 cc and above range between January-August.

The 500 cc segment has long been dominated by imported products that are in the Rs 10 lakh plus price bracket. The entry of Royal Enfield has brought bigger sales to the segment and given the brand some big bike weightage.





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