Once known for its iconic scooter Chetak, Bajaj Auto has now transformed itself into a global motorcycle manufacturer. In the financial year 2011-12 the company sold over 3.8 million units of motorcycles worldwide which makes it world’s third largest motorcycle manufacturer. As far as motorcycles are concerned the company is only behind to global motorcycle leader Honda and India’s largest two wheeler company Hero Motocorp. This isn’t enough, the company is also ranks amongst the world’s most profitable automobile manufacturer.
It’s truly remarkable for the company which was once known for its bad quality and operational inefficiency. The company now owns strong brand portfolio of motorcycles across the world. The brand Pulsar and Discover’s cumulative sales have already crossed five million units. Discover is estimated to be the second largest selling motorcycle brand in India. It sold nearly 1.5 million units during the financial year 2011-2012. The company exported 1.27 million units of motorcycle worldwide during the financial year 2011-2012. Boxer is the largest selling brand in Africa and Pulsar 135LS ranks amongst the top selling motorcycle model in various Latin American markets.
It is to be noted that Boxer competes with several Japanese and Chinese motorcycle brand in the African market. One of the examples is Honda ACE CB125 (Honda’s $600 motorcycle). Pulsar competes in the Latin American and South Asian market where Japanese brands are ruling the market. The company enjoys leadership position in 12 countries out of 35 countries in which it exports. Beside this, the company owns 47% stake in KTM Power Sports AG of Austria. The company currently enjoys 10% market share of global motorcycle market and it aims to increase it up to 30% mark. The company aims to sell 4.5 million motorcycles worldwide in the financial year 2012-2013.
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