Bajaj had targeted Royal Enfield owners last year when the first 'Haathi Mat Paalo' (loosely translated as don't raise an elephant), where Haathi was referred to Royal Enfield motorcycles. The Haathi Mat Paalo ad enraged many Royal Enfield fans while Bajaj fans were having a hearty laugh. Well, that is not the end. Bajaj has again released three new Bajaj Dominar ad with the same slogan of 'Haathi Mat Paalo' part 2.
It's not just one video, but three new Bajaj Dominar Haathi Mat Paalo ads which highlight three main strengths of the Dominar over Royal Enfield motorcycles.
In the first video ad of Bajaj Dominar, they reveal how Royal Enfield motorcycles are not quite efficient when it comes to braking, the second ad highlights the issue cold start of Royal Enfield bikes, while the third reveals how Royal Enfield struggle ride up a steep climb. Watch the three Bajaj Dominar Haathi Mat Paalo Part 2 ads below.
Even as we write this, Royal Enfield fans must be getting ready to respond to the ads. Royal Enfield currently leads the mid-engine capacity engine segment in India with a market share close to 90 percent, which is quite significant. Bike manufacturers are looking to eat into RE's market share with their version of 350-500cc motorcycles.
While there have been several attempts to dislodge Royal Enfield from its leadership position, the efforts have been futile. However, Bajaj Auto is not ready to give up easily and wants to target Royal Enfield bikes' shortcomings. The Bajaj Dominar 400 is technologically superior to Royal Enfield bikes but has failed to break into RE's market share.
Bajaj has launched the 2018 edition of the Dominar with new colour options to increase its sales in the market. At the launch of the Dominar, Bajaj Auto aimed to sell 10,000 units a month; however, the average sales of the Dominar stands at 1,500 units a month. Royal Enfield, on the other hand, is growing by leaps and bounds and has posted sales of 76,205 units, a staggering 30 percent growth in January 2018 compared to the previous year.
Bajaj has continued to target Royal Enfield by positioning the Dominar as a better alternative bike. The Dominar 400 is powered by a 373cc, single-cylinder engine which produces 35bhp and 35Nm of torque and comes mated to a 6-speed gearbox. The Bajaj Dominar 400 is available in both non-ABS, and ABS versions and the bike's prices start from Rs 1.42 lakh.
Thoughts About The Bajaj Dominar Haathi Mat Paalo Ads
The Bajaj Dominar 400 is undoubtedly superior in technology compared to Royal Enfield bikes which boast of dual-channel ABS for both the front and rear brakes, slipper clutch, multi-step adjustable mono shock among others. That said, the Dominar 400 lacks the road presence of Royal Enfield motorcycles despite being a slower bike.