After a year of launching automatic scooter for the masses, Mahindra & Mahindra (M&M) is now keen to have a cult following in the two-wheeler segment through its new motorbike - Mojo.
After a year of launching automatic scooter for the masses, Mahindra & Mahindra (M&M) is now keen to have a cult following in the two-wheeler segment through its new motorbike - Mojo.
The company, which made its foray into the motorcycle segment last Thursday with two models - Mojo and Stallio, now boasts of being present in the entire value chain of the automotive sector. While Stallio is a 110 cc model targeted at semi-urban and rural customers, Mojo is for the niche-category bikers.
Priced at Rs1.75 lakh (ex-showroom, Pune), Mojo sports a handcrafted design.
“Mojo is not a bike meant for masses and we are not aiming for volumes. It is for the person who is passionate and enthusiastic about bikes. There are and there will be growing number of people who are bike enthusiasts. The market is far from getting saturated.
The Mojo market will be niche and select,” said Anoop Mathur, president, two wheeler sector, Mahindra & Mahindra.
Both bikes incorporate R&D and design elements from Mahindra’s Italy-based design house Engineers Engineering.
Bookings of the product will start after the pitrupaksha period. “We are all set to hit the market with enough stock in hand. The dealer launch is coming up shortly and sales will start from the first day of Navratri,” said Mathur.
Mahindra has a network of 370 dealers for two-wheelers across India and plans to have composite dealerships (scooters and motorcycles).
“Our network will grow in tandem with our increasing number of volumes. We do not want to miss out the opportunities in the semi-urban areas. Hence, the expansion of dealer network will cover the urban and semi-urban cities,” Mathur said.
The bikes will be manufactured from company’s Pithampur, Madhya Pradesh, plant, which has a capacity of about half-a-million vehicles per year. The capacity utilisation at the plant is fast increasing.
Mathur said service would be Mahindra’s topmost priority. The company has 220 authorised service centres and is making a significant investment in training and building resources for better service. It has also launched the customer care service under the brand name ‘smile for mile’.
M&M is heavily banking on the new range of bikes. “It is a strategic decision to enter the motorcycle business. While studying the market we found that there were very strong and robust demand drivers in this segment. Favourable demographics, young population, rural prosperity are some of the key indicators,” said Mathur.
Mahindra wants to be an end-to-end player in the two-wheeler business. In the last 12 months, the company has managed to grab almost 10% of the share in the scooters’ business by selling 1.5 lakh units.
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
)
){kind=small}
){kind=small}
)
)
)
)
)
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}