With its Freedom 125 CNG bike, Bajaj is poised to challenge the ‘fill it, shut it, forget it’ campaign of the 90s.
In the ever-changing business landscape, new competitors emerge and capture market share, while former leaders can reclaim their lost glory. In the longstanding rivalry between Bajaj and Hero Honda in the commuter segment, it seems Bajaj now has the upper hand with its Freedom 125 CNG motorcycle.
During the Q&A session at the launch of the world’s first CNG bike, Rajiv Bajaj shared some interesting insights. When asked why a petrol bike user would switch to CNG, he recounted the history of this rivalry.
In the 1990s, Hero Honda began winning the trust of users with reliable products like the CD100 and the promise of higher mileage. More people started switching from scooters to motorcycles, preferring a bike with around 80 km/L mileage over a scooter that offered only 40 km/L. Fuel costs were a significant factor for users in the commuter segment. Sales data show that Hero Honda overtook Bajaj in two-wheeler sales in the domestic market around 1997-1998. This was a defining moment, as Hero Honda became the new leader in the two-wheeler industry. The shift was so significant that Bajaj eventually shut down its scooter business to focus on motorcycles.
Rajiv Bajaj recalled that the late Hero Honda Chairman, Brijmohan Lall Munjal, referred to Bajaj as a wounded tiger after Hero Honda took the lead in sales. Munjal advised his dealers to be wary of this wounded tiger. Now, after around 30 years, Bajaj is in a position to avenge their loss against their primary rival. In typical Bollywood style, Rajiv Bajaj declared that the message of the Freedom 125 CNG bike is “Tiger Zinda Hai.”
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