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Bajaj V Series Sales On Downward Trend — Cannibalisation Sinking The Ship?
Here is an analysis of the sales of Bajaj V15 and the lower capacity V12 motorcycles sold between April 1, 2016, and March 31, 2017.
Bajaj Auto launched an all-new design language and brand with the 'V' moniker. The company began with the launch of the 150cc version, the V15 in February 2016.
The Bajaj V12 with a 125cc unit was later launched in December 2016 hoping to strengthen its commuter segment. Bajaj expected both the V12 and the V15 to set a new trend with its unique design approach.
The point of this article: sales, Bajaj Auto, has sold 234,000 units of the Bajaj V15 and Bajaj V12 during April 1, 2016, and March 31, 2017. But what is interesting is the sales between the two siblings, while the V12 was expected to bring in more numbers to the V brand, it might have eaten into the sales of the V15.
The average sales of the Bajaj V15 during March 2016 and October 2016, was 23,394, while it fell to an average of 7,900 units during November 2016 and March 2017.
The Bajaj V12, launched in December 2016, sold an average of 6,212 units. The average sales of both the Bajaj V15 and the V12 combined is 14,000 units. This is much lower than what the V15 was selling before the V12 was launched.
The main selling point of the Bajaj V brand was the use of metal from INS Vikrant in its fuel tank, which was independent India's first aircraft carrier. Bajaj Auto sold 1 lakh units within the first six months of launching the V15, indicating that the buyers were interested in a higher capacity V branded motorcycle.
It is indeed contrasting to see that the V12 is selling by the numbers and the V15 garnering a good response in the first few months since its launch.
So is the Bajaj V12 better buy compared to the V15? Well, there is demand for a higher capacity V branded Bajaj motorcycle, and if Bajaj can offer a V18 or V20, with capacity ranging between 180cc and 200cc, there could be a niche product for the buyers in the higher capacity V brand from Bajaj.