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Bajaj auto unveils new brand identity

Auto News - Published on Wed, 23 Jan 2019

Image Source: MBA Knowledge Base
Economic Times reported that Bajaj Auto managing director Mr Rajiv Bajaj on Monday unveiled a new identity, the focus was on replicating at home the success the group has achieved overseas. The company, which has increased share in the local motorcycle market by 6-7% in the past nine months, said domestic business would get greater management attention.

Mr Bajaj said that “We would have liked to be a little more successful in the domestic motorcycle market than we did. Every third motorcycle in Africa is a Bajaj. In India, our market share is now 21%...The time has now come after doing a good job overseas to do more here. The new campaign is relevant to what we are seeking to do in the domestic market.”

On the rationale behind the new campaign, Bajaj Auto Executive Director Rakesh Sharma said that while the Hamara Bajaj campaign had resonated well with consumers, the company had opted to communicate specific messages after stopping the production of scooters and starting the sale solely of motorcycles. Bajaj then invested in building individual brands, such as Pulsar and Discover.

Mr Sharma said that “We had global ambitions. And now that we have achieved that scale, it is the right time to focus on the corporate mother brand.”

Source :

Posted By : Joykumar Irom on Wed, 23 Jan 2019
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