India vs. the world: Bajaj looks to follow Royal Enfield’s example

We’ve told you over and over: Royal Enfield might not be a common brand in Canada, but they’re slowly building an empire. And now, Bajaj wants to follow their example.

For months now, Royal Enfield has been growing their presence in the mid-sized motorcycle segment, with new machines like the Continental GT and the Himalayan, as well as updates for existing models. But, they’ve been the only made-in-India brand that’s been visibly muscling in on a market that’s traditionally been dominated by the Japanese.

Now, though, Bajaj is supposedly eyeing Royal Enfield’s success and looking to emulate it. India’s Business Standard says Bajaj’s managing director told them “The entire market is monopolised today by one person…. there is room for a second person. We can create a brand for that space.”

Indeed, if any Indian brand was to follow Royal Enfield’s steps, Bajaj is likely a prime candidate. Their ties to KTM (they own a large stake in the company) mean they have the technology and now the manufacturing experience (they build made-in-India KTMs) to kickstart their own medium-displacement marque, as they seem to be implying.

They’ve already built bigger concept bikes like the 400 cc version of the Pulsar (above).

Their main competition, aside from Royal Enfield, might be TVS, who’s already busy building BMWs. Of course, it would be a long haul in some markets to displace Royal Enfield, given the brand’s long history. In others, where people just want a low-priced motorcycle, Bajaj could find a very receptive audience, with a good combination of build quality and price.