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Bajaj Targets Honda With Pulsar Ad
Bajaj Auto's Marketing GM Milind Bade is clear that Honda will be Bajaj's main competitor. He said: "Before the potential competitor (Honda) comes and attacks us, we want to be in a strong position to ward off the threat. We have always been numerically superior to them, but people are not aware about the extent of our leadership. The advertisement points out our domination."
Honda which recently split from its joint venture with Hero plans to launch several new models in India through its wholly owned subsidiary Honda Motorcycle & Scooter India (HMSI). Baja on the other hand is keen to flex its muscles in the international market. Bajaj Auto considers itself as the only Indian bike manufacturer that can compete with Honda on the international market.
Auto analysts believe Bajaj Auto is risking its position in its home market by focusing too much on the international markets and ignoring local competition. Honda Motors India has so far refused to comment on the Bajaj Pulsar TV advertisement. Another Japanese bike manufacturer Yamaha has stated that it is performance of the bike that translates in to sales rather than advertisements.
Yamaha Motor India National Business Head Roy Kurian said: "Commercials don't sell a product. They just influence buyers' decision. It's the product which has to deliver. We are more interested in knowing if bike lovers are taking our bikes seriously or not." He also said Yamaha would not be responding to the Bajaj Pulsar TV advertisement.
Bajaj Auto has increased the tempo of its offensive on Honda. Rajiv Bajaj, managing director of Bajaj Auto is reported to have said: "There is a growing perception that Honda can make scooters only. Customers go to Honda for scooters and come to us for bikes. The perception is that Honda can't make motorcycles and we should maintain that perception."
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