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Splendid ambitions...
2008/05/05,03:11

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When most recent bike launches have straddled the premium and executive Hero Honda Splendoursegments, and auto majors like Bajaj have publicly made grand announcements of exiting the entrylevel segment, Hero Honda (

HH) has launched another bike, ‘Splendour NXG’ in the low-end bike market. The bid is to ride on the popularity of the highest-selling ‘Splendour’ brand in the Hero Honda inventory. “When you have a high potential product like the Splendour, then you should leverage it fully. The Splendour consumer is intensely brand loyal, therefore the new Splendour NXG will help us retain the consumer within the Splendour family,” Anil Dua, VP-Sales & Marketing, HH told 4Ps B&M. Already boasting a mammoth 50% share of the Indian biking arena, the auto major hopes to attract generation next (looking for a value for money deal) through this launch. To lure them, the Spendour NXG comes with two variants, one with spokes and one with alloy wheels (usually found in premium segments bikes like the Pulsar and Karizma), in a variety of colours. With this launch, competition in the entry-level segment (especially for Bajaj’s Platina and Discover) just got stiffer. “HH, the largest bike-manufacturer in the world, believes that the Indian bike market will expand further, even though there has been a negative growth earlier,” says Dua. And while the other auto majors are vying to exit the entry-level and upgrade to the highmargin premium segment, HH surely believes in staying put!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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