Despite the overall or general weak auto sales data, Rajiv Bajaj, managing director of Bajaj Auto is pleased that his company's motorcycle market share in the country rose to 20 percent. He expects the market share to rise to 23 percent by April.
He says festive season sales have been good, but not extraordinary. Total sales for October stood at 3.86 lakh units versus 3.99 lakh units month-on-month (m-o-m), with Discover 150cc sales at around 28,000 for the month. The company, however, saw a modest 33,000 motorcycles retailed on Dhanteras day, says Bajaj. Bajaj Auto's three-wheeler sales rose 33 percent at 49,094 units (y-o-y).
The company's exports rose 15 percent at 1.58 lakh units y-o-y. Bajaj Auto is looking at new launches in Platina and Pulsar.
Below is the verbatim transcript of Rajiv Bajaj's interview with Sonia Shenoy and Latha Venkatesh on CNBC-TV18.
Sonia: Could you just take us through what the sales numbers have been this month?
A: It has been a good month. Year-on-year (YoY) it has been a flat month; about 3,86,000 motorcycles and three wheelers. I think for us the highlight of this month is that domestic motorcycle market share has come back now into 20 percent. You would remember that it was typically at 18 percent and in July and August it had slipped further to 15 percent but that was more to do with our internal stock alignment. By September it was up to 17 percent and in October it is little over 20 percent, thanks I would say primarily to new Discover. So, from this point of view particularly it was a very good month for us.
Sonia: What were the exact Discover 150cc sales this month?
A: I would guess about 28,000.
Latha: What is the dealer inventory position at the moment?
A: The dealer inventory position is very comfortable because in September we started by carrying normal stocks which is four to five weeks. At the end of September, in anticipation of the season we had added about 40,000 numbers to that. In October we reduced that by 15,000 numbers. So, we are 10,000 lower than we were on September 1.
Latha: On Dhanteras day or at least couple of days after Dhanteras we had both the HMSI management and Sunil Munjal from Hero telling us that they did some dramatic 1.65 lakh in one case and 1.67 lakh sales in a single day. What has the tally been at your end and has the Diwali month resulted in some market share trimming?
A: In October, as I said, in domestic motorcycles we have come back to about 20.5 percent. So, in that sense there has been a nice turnaround in market share ever since the Discover was launched.
I have to report for Dhanteras day a very modest 33,000 motorcycles retailed and let me comment on that. I think we maybe confusing between two numbers. One is what is actually retailed on that day and second is what is delivered by dealers on that day. A lot of people who want a product whether a bike or something else to be given to them on the auspicious day of Dhanteras do not go and buy it on that day because they are afraid there won't be any product for them to buy. So, most often it is booked for as much as two weeks in advance and the dealers go out and then deliver that.
So, I suspect that Hero and HMSI, when they quote 1,50,000 or whatever and one fellow said 1.50 lakh the other said 1.65 lakh and the first one raised it 200,000 so I don't know what these numbers mean and where are they coming from.
Latha: On Dhanteras day or at least couple of days after Dhanteras we had both the HMSI management and Sunil Munjal from Hero telling us that they did some dramatic 1.65 lakh in one case and 1.67 lakh sales in a single day. What has the tally been at your end and has the Diwali month resulted in some market share trimming?
A: In October, as I said, in domestic motorcycles we have come back to about 20.5 percent. So, in that sense there has been a nice turnaround in market share ever since the Discover was launched.
I have to report for Dhanteras day a very modest 33,000 motorcycles retailed and let me comment on that. I think we maybe confusing between two numbers. One is what is actually retailed on that day and second is what is delivered by dealers on that day. A lot of people who want a product whether a bike or something else to be given to them on the auspicious day of Dhanteras do not go and buy it on that day because they are afraid there won't be any product for them to buy. So, most often it is booked for as much as two weeks in advance and the dealers go out and then deliver that.
So, I suspect that Hero and HMSI, when they quote 1,50,000 or whatever and one fellow said 1.50 lakh the other said 1.65 lakh and the first one raised it 200,000 so I don't know what these numbers mean and where are they coming from.
Sonia: You said 386,000 this month; that is lower than your own guidance of 400,000 that you had laid out last month. So, is it that the festive season built up has not been as strong as expected? What is the mood like on the ground?
A: I think the festive season has been as expected; it is no secret that it has not been extraordinary but it has gone up as expected. We expected to do about 200,000 motorcycles each in September and October and we have done that both in dealing and retail term. Total motorcycles have been about 145,000 of the Platina platform, about 90,000 of the Discover platform and about a 100,000 from the Pulsar platform. So, those are very good numbers. You are quite right that mathematically we are 14,000 short of 400,000 but I would say that within the range.
Latha: What about exports; that has been your strong point for the past several months. How much did you do in October itself?
A: We did close to 160,000 vehicles in export; again the highest exports for any October if I remember right. A shade lower than the 180,000 we had seen average in the last two months but I did say then that we had a special bonus in terms of a order for 20,000 Discover 125 for Sri Lanka each month for those two months. So, that apart we are maintaining the run rate as of now on export.
Sonia: Are you facing any kind of capacity constraints? We had lower number of working days so were there any capacity constraints on models like the Pulsar, etc?
A: The only capacity constraint that we have is in terms of ideas. We can produce whatever we want to produce.
Latha: Why are you scurrying for ideas at all? Are we going to expect a new launch, a new category launch?
A: The second half of this year we see two launches in two different tracks. One is in Platina and one is the Pulsar all new motorcycle. My own anticipation, I will stick my neck out and say that if you are talking in April we should be up to a good 23 percent or so in terms of domestic market share.
For the next year we have everything nice, very different, very big idea. Essentially it is the marketing idea. We think there is a segment out there for a couple of million motorcycles that doesn't have a product in the market today that is purpose made for it. So, that is what we are going to do, that is what we are going to launch next year and I am very excited that it is going to lead from domestic volumes in market.
Latha: Somewhere near Siddhartha Lal's category?
A: I won't do that to him. Let us not spoil their party.
Sonia: You are a flood of ideas, you just told us you have a dearth of it; this looks like a huge pipeline that you have lined up?
A: We have several launches and I must say that we have some interesting action to take place even under the KTM motorcycles. We are looking forward in January to the launch of quadricycle as well; that will be a new brand as well. So, there are a few things out there.
Sonia: Will it be refreshes, variants in Platina and Pulsar or are you looking at all together new launches?
A: These will be all together new launches, completely new motorcycles, new engine, new frames, new styling. When I said we can take 20 percent market share up to 23 percent, two percent market share in a market that is almost 1 million motorcycles a month is 30,000 bikes, I don't think refreshes will get you there.
Sonia: What would the total volumes be like by the end of the fiscal, what kind of a trajectory would you see?
A: I would like to believe that we can get to about 220,000-225,000 motorcycles domestically which is what would get us to 23 percent market share. Motorcycles are typically going at 130,000 motorcycles so total motorcycles would be about 350,000.
Latha: You didn't give us your three wheeler number?
A: Total three wheelers growth to 50,000. It is a very nice number; in domestic particularly a growth of 30 percent year-on-year (YoY).