Boom time for midsize motorcycles in India

Recognised as the next booming category in the motorcycle market by all the major OEMs, the midsize motorcycle segment is expected to touch half-a-million units in terms of its annual size for the financial year ending March 2016.

According to an analysis by Autocar Professional, the segment is estimated to close FY2015-16 with total sales of over 498,000 units. The market sales analysis of the segment is based on the reports submitted by eight companies that sell their products in the midsize motorcycle segment.

This segment is driven by Royal Enfield, which is the oldest player in this category and operating in India for decades, on the back of a strong demand for its products. According to our analysis, Royal Enfield is estimated to contribute close to 480,000 units, accounting for a whopping domestic market share of close to 96 percent, to the overall segment sales.

However, it is interesting to also take note of the other OEMs which are estimated to record consolidated sales of around 20,000 units with the most affordable model costing closer to Rs 1.75-2.00 lakh range (on-road) for the ongoing fiscal.

The rise in the demand for midsize motorcycles, roughly understood as a category with engine displacement in the range of 250cc-800cc and a price-tag likely to be Rs 100,000 and above, reflects a number of economic factors at play. These mainly include rising per capita income, a large base of premium commuter users migrating to bigger motorcycles, a trend of riding groups that is catching up across the country, and growing aspirational values associated with bigger motorcycles.

To capitalise on these potential factors, the companies are also picking up pace in bringing new models in the booming space. For example, January 2015 to January 2016 has seen at least 12 new model additions in this segment from companies such as Triumph Motorcycles India, India Kawasaki Motors, India Yamaha Motors, Honda Motorcycle & Scooter India (HMSI), DSK Benelli and even Mahindra Two Wheelers.

Industry analysts say that the companies bringing their models in an about-to-explode market is a well-thought business strategy, which includes initiation of their operations and growing brand network and visibility by the time market demand begins to consolidate.

Clear examples can be seen in the form of Triumph Motorcycles’ push for its adventure tourers (three new 800cc Tiger 800 variants brought last year), DSK Benelli’s launch of four midsize motorcycles (across 250cc to 600cc), HMSI, Yamaha and Kawasaki kick-starting local assembly operations of the 649cc CBR 650F, 321cc YZF-R3 and 649cc Versys 650 respectively and Mahindra Two Wheelers’ commercial rollout of the 295cc Mojo.

The most affordable bike in the midsize segment comes from Royal Enfield, which is the age-old four-stroke, single-cylinder, 346cc Bullet 350 (on-road price-tag of close to Rs 1.05 lakh, Delhi). Meanwhile, at an on-road (Delhi) price tag of close to Rs 8 lakh, Honda’s CBR 650F is understood to be the most expensive in the segment.

Search Engine Optimization and Social Media Marketing Expert.