Mahindra to add more muscle to its MOJO

Mahindra Two Wheelers is planning to grow its premium motorcycle brand MOJO, in a bid to tap the new-found motorcycling rage in the country.

The company has devised a novel retail channel ‘MOJO Store’, an exclusive boutique which will not only be involved in sales and service of the motorcycle, but will also provide enthusiasts an all-round experience. With this initiative, the company launched its first exclusive dealership in Bengaluru on Monday.

Talking to Deccan Herald, Mahindra Two Wheelers Senior General Manager (Sales, Marketing and Product Planning) Naveen Malhotra said, “The exclusive dealership is a natural progression in our strategy to build India’s biking culture by providing a platform for bike enthusiasts to explore, engage and experience the brand MOJO in a holistic fashion.”

Mahindra now plans to open a MOJO Store each in Delhi and Srinagar over the next quarter. The Jammu and Kashmir capital has been considered for an outlet, since a lot of bikers seek efficient service options, when they tread the picturesque paths around.

The 300-cc MOJO was launched in October 2015 as a tourer motorcycle, and was Mahindra’s first premium offering, owing to best-in-class features such as upside-down forks, closed-loop electronic fuel injection (EFI), and imported tyres. While Malhotra declined to share sales details of the MOJO, he mentioned that Bengaluru is the largest market for the motorcycle.
   
Narrating MOJO’s journey, Malhotra said, “Earlier, the motorcycle was sold through shop-in-shops at 50 of the over 300 Mahindra Two Wheelers dealerships across 30 cities. Even as we go ahead consolidating our position with exclusive dealerships, our regular dealerships will continue to retail and service MOJO bikes.”

Meanwhile, in the next two years, Mahindra plans to bolster its MOJO stable, with an adventure version (with higher ground clearance and offroad tyres), and a street version (for city roads) expected to hit the market.