Segmentation of "made in India" motorcycles as seen by me..
Ever thought of how motorcycles of India are segmented?
Someone might quip: "Simple, we have 100 cc bikes for commuters, the 125 cc segment for those who need power & fuel economy. The 150 cc bikes are performance models and then the 200 (+) cc are premium bikes".
Hmm.. really? Just for the record we now have a Boxer 150 (cc) as a basic entry commuter, a Discover 150 (cc) as another simple commuter bike and the Yamaha YZF R15 (150 cc) which is currently considered as a premium model in India. Therefore segmentation by engine cc? Nope... doesn’t make sense.
Posted above is the segmentation of “Made in India” motorcycles in 2012 as seen through my eyes.
But why are all “desi” motorcycles segmented as commuters here?
In advanced markets people do their daily commute in their cars/4 wheelers. Motorcycles are bought and ridden by guys as a leisure/pleasure activity. Motorcycles in developed markets are therefore segmented for the purpose that they are designed for eg: Super Sports for track/road racing, Cruiser for riding in a relaxed manner on open highways, Adventure Tourers for long distance touring on any terrain.. so on and so forth.
When seen from a bird’s eye view, the main purpose for buying/riding a motorcycle in India is to commute. It might hurt the ego of guys riding the Pulsar 220/R15 but then lets be honest.. the main purpose of motorcycles in India for the majority is to commute. Hence bikes like the Karizma ZMR, Pulsar 220 and R15 may have an element of fun but at the end of the day they are just basically glorified commuters.
I mean how many neighbors/friends/relatives do you know in India who prefer to commute in a 4 wheeler/car and rides a motorcycle occasionally just for fun?
1. Entry Level Commuter
Segment defining models: Bajaj Platina, Hero Honda CD Dawn/Deluxe
Rational expectations: Basic model available with the least amount of money. Good fuel efficiency (around 65-70 kmpl)
Emotional expectations : The consumers of this segment don’t get affected by emotional aspects. In a way they don’t mind being seen riding entry level models.
Models in this segment: Bajaj Platina, Bajaj Boxer BM150, Hero Honda CD Dawn/Deluxe, TVS Sport, Yamaha Crux
2. Deluxe Commuter
Segment defining models: Hero Honda Splendor, Bajaj Discover 100/125/150, Honda Shine
Rational expectations: Good fuel efficiency (around 60-65 kmpl). Simple sober styling which “both father and son can ride”
Emotional expectations : The consumers of this segment don’t like to be seen buying into the least price (entry) models. These “deluxe” models has more snob/prestige value than entry level models
Models in this segment: Hero Honda Splendor, Hero Honda Super Splendor, Bajaj Discover 100/125/150, TVS Star City, Honda Shine, Yamaha YBR 110, Suzuki Slingshot
3. Stylish Commuter
Segment defining models: Hero Honda Passion Pro, Bajaj Pulsar 135, Honda CB Twister, Honda CBF Stunner
Rational expectations: Good fuel efficiency (around 50-60 kmpl). Basically commuter ambitions but with stylish aspirations
Emotional expectations : The consumers of this segment want to be seen riding stylish models compared to plain/sober deluxe commuter models. Therefore these models mimic the styling of bikes above its segment
Models in this segment: Hero Honda Passion, Hero Honda Glamour, Bajaj Pulsar 135, TVS Flame, Honda CB Twister, Honda CBF Stunner, Yamaha YBR 125/SS125
4. Sporty Commuter
Segment defining models: Bajaj Pulsar Pulsar 150/180, Hero Honda CBZ Xtreme, TVS Apache RTR 160/180, Yamaha FZ-16/S
Rational expectations: Combination of decent fuel efficiency (around 40-50 kmpl) with decent pick up and a top speed around the (100-110) kmph mark
Emotional expectations : For the first time power and pickup takes equal importance along with fuel efficiency. Bikes in this segment are also expected to be styled in a muscular manner to go along with the engine performance
Models in this segment: Bajaj Pulsar Pulsar 150/180, Hero Honda CBZ Xtreme, Hero Honda Hunk, Honda CB Unicorn, Honda CB Unicorn Dazzler, TVS Apache RTR 160/180, Yamaha FZ-16/S, Hero Impulse, Suzuki GS150R
5. Premium Commuter
Segment defining models: Bajaj Pulsar 220, Hero Honda Karizma, Yamaha YZF R15
Rational expectations: Acceptable fuel efficiency (around 30-40 kmpl) with more emphasis on power and pickup and standing slightly apart from the crowd
Emotional expectations : Apart from good power and pickup consumers of this segment expect to stand apart from the crowd, hence styling elements like Half Fairing, Full Fairing, Differentiated Styling (Cruiser/Classic)
Models in this segment: Bajaj Pulsar 220, Hero Honda Karizma, Yamaha YZF R15, Yamaha Fazer, Bajaj Avenger 220, Royal Enfield Classic 350/500/350 Standard/350 Electra, Royal Enfield Thunderbird, Honda CBR250R, KTM 200 Duke.
Suggestions, comments, discussion are welcome..
- Guide to International Motorcycle Categories [Jul 2010]
- Changing attitude of Indian middle class towards motorcycles in 2011 [Sep 2011]
- Are Motocycle Bloggers just glorified Laptop Biker? [Mar 2011]
- The R15, Karizma ZMR and Pulsar 220 are just glorified Commuter bikes [Oct 2010]
This is to remind that the Views or Opinions in the blog are entirely mine unless explicitly stated. The Views and Opinions published in this blog should in no way be related to any other person or organization associated -- directly or indirectly -- with me.