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Benelli India resumes operations in the country under a new partnership with Adishwar Auto Ride International (AARI) – a subsidiary of Hyderabad-based Mahavir Group. The century-old Italian motorcycle brand was previously partnered with DSK Motowheels who are currently facing some financial constraints.
Benelli has put forward an aggressive market strategy to compensate for the time lost while ending the previous partnership. The company has also shared that they will be introducing 12 new models in India by 2019.
As per reports, seven motorcycles will come to India within this financial year including the TRK 502 and Leoncino 500. New versions of the TNT 300, TNT 302R and TNT 600i are also in the works. As part of this, a new assembly and CKD production plant under a MoU with the Telangana government will be set up in the outskirts of Hyderabad.
Spread across three acres, the plant will have a production capacity of 7000 – 10,000 units per year and is expected to become operational by October 2018. The company also aims to launch ‘phase two' of their plans which mainly comprises more localisation of parts and products.
As mentioned before, the company plans to introduce various new motorcycles in the coming months. The Benelli Imperiale 400 – a potential rival to the Royal Enfield Bullet – will also be introduced on the market and it will be the most affordable product from the brand. The current entry-level motorcycle, the TNT 25, has been discontinued.
The new partnership with Adishwar Auto Ride International (AARI) should prove beneficial for the company. Mahavir Group has been in the automotive business for more than 30 years now and owns dealerships of Škoda, Mercedes-Benz and Indian Motorcycles.
Benelli claims to have had a market share of 21% before ending business with DSK Motowheels when compared to rivals such as Kawasaki, Triumph Motorcycles and Harley-Davidson. The company aims to raise this figure to 30%.
Thoughts On Benelli's New Partnership With Mahavir Group
Benelli has been facing tough competition from its rivals during the past few months. The new partnership will hopefully make up for it and the company's plan to introduce new motorcycles would also aid in boosting the market share. In addition to this, the company will do business under the ‘Benelli' tag itself like in the foreign markets, rather than something like ‘DSK-Benelli' as before.