Bajaj Auto unveils new brand identity

Homegrown automaker Bajaj Auto on Monday unveiled its new brand identity that seeks to position itself as ‘The World’s Favourite Indian’, reflecting its presence in 70 markets across the globe.

The new positioning is in line with the company's transition from a domestic scooter manufacturer to a global motorcycle powerhouse over a period of 17 years that saw its vehicles' presence in 70 countries across the world.

Unveiling a new marketing campaign here, Bajaj Auto Managing Director Rajiv Bajaj announced plans to make a foray into the electric vehicles (EV) segment next year and also roll out its much-awaited quadricycle 'Qute' by March this year.

He said Bajaj Auto has already started exporting 'Qute' to around 20 countries but has not been able to launch it in India due to regulatory issues.

Bajaj Auto Executive Director Rakesh Sharma said the company plans to launch 'Qute' in India around March as it was in the final stages of getting regulatory approvals in various states.

An electric version of the quadricycle along with electric three-wheelers was also on the cards next year.

Bajaj said the company would bring KTM-owned 'Husqvarna' motorcycle brand to the Indian market this year with “half a dozen” products in the pipeline.

Bajaj Auto has leadership positions in over 20 overseas markets such as 70% share in Bangladesh and around 50% in Nepal and Sri Lanka and it would like to replicate the same in India also.

The company has 21% market share in the motorcycle segment in the country and enjoys near monopoly in the three-wheelers segment.

On the Husqvarna bikes, Bajaj said the brand had a potential to become even bigger than KTM, not just in India but across the globe.