Bajaj expanding Dominar 400 network

Bajaj Auto is gearing to ramp up production of the Dominar 400 - its most powerful bike, which was released on December 15 last year in two variants. The bike comes with a price tag of ₹1,36,000.

Speaking about the decision to increase availability, Eric Vas, president, motorcycle business, Bajaj Auto, said, “When we had launched the Dominar 400, our MD (Rajiv Bajaj) said that we want to eventually sell around 10,000 units of this model every month. The initial response has been very encouraging. Initial rollout has been across our dealerships in 22 cities.” The company's production capacity has slowly increases as it went from 3,000 units in January to more than that in February. We aim to hit the production capacity of around 5,000 units by April; subsequently, we will take it further up because this is a sophisticated product and the supply chain needs time to ramp up its capacity,” concluded Vas.

The first bike by Bajaj to host such high-end technology, the Dominar is equipped with premium tech such as a twin-channel ABS system, slipper clutch, all-LED headlamp. To provide quality products, the company also needs trained manpower to handle production. Alongwith adding more dealerships to its circuit, Bajaj is working to lift dealership standards across sales, service and spare parts, which also includes intensive training for technicians and servicemen to prepare them for the Dominar 400. Vas further added that they will not be shipping the product to any dealership that fail to comply with the new standards.

“We have made a number of changes which are required for dealers if they want to sell this product. There is a package of upgrading all our dealerships, all customer touch-points and sales and service outlets. Raising the standards of technical servicing was easier because we already have technicians who are familiar with this level of technology. We already have ongoing training for technicians and servicemen for the Dominar 400 across many dealerships. I think we are in a good position to effectively have close to 80-100 cities by end-March,” disclosed the senior company official.

Covering 80-100 cities by the end of March would mean almost 200 Bajaj Auto dealerships will be equipped to sell this bike.