Commuter motorcycles to premium rides: Global brands lead the way
Bajaj Auto and Hero MotoCorp have ventured into the 400cc-500cc range with Triumph and Harley-Davidson branding, respectively. TVS Motor Company is also a contract manufacturer for BMW’s highly popular G310R.
The brands not only manufacture motorcycles on these global platforms, but are also marketing them under their own brand names. “We’ve seen a progressive evolution in what customers expect in terms of a bike’s performance, design and styling.
Bikes on Indian roads now share similarities with those in Italy, which was not the case until a few years ago. The focus has shifted." Graffi hopes the Aprilia RS 457, then, will also have a halo effect and rub off positively on the brand’s existing offerings.
“So, the target that we have is to use this product to expand our concept of the Motoplex retail model and we also definitely want to attract more customers to come to our outlets," Graffi said. “About 70% of all our 250 touchpoints are in tier-1 and tier-2 cities, so our customer is definitely urban and concentrated in big cities," he added.
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