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Bajaj Ultra Low Cost Car Threat To Nano
The Ultra low cost car from Bajaj is a tripartite venture among Bajaj- Renault-Nissan which is slated for formal launch in 2012 and the proposed price of this car is Rs1.5+ lakh. The MD of Bajaj said that the condition of Nano has given more hope to Bajaj Ultra low cost car to penetrate the car market. With brand image from the partners, he assured, the car will reflect the status of either Renault or Nissan and not Bajaj. Bajaj Ultra low cost car would be designed to deliver more mileage, 30km a lit, to please the customers on every account, he added. He said the car would couple the front end strategy and the brand assurance and the back end will be cost, quality and localization.
This is how Bajaj is handling its two wheeler market with its Pulsar and Discover bikes.. these two bikes have yielded good performance in recent months. The twin brand strategy has become the driving force for Bajaj which needed the shuffling of the dealer network. The same yardstick will be applied on the proposed small car too whereby the customers can visit the exclusive showrooms to have a look on the unit. This will make Bajaj to maintain the set up without any overlapping of product ranges, which is common in motorcycles. Not being thwarted by the sudden fall Nano, Bajaj looks the issue on the brand image focus. The MD was confident of reaching the mass with the car.
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