How did the idea of opening Probiking showrooms came into picture?
It was the idea of our MD Rajiv Bajaj. In India, a large portion of the market use motorcycle for commuting purpose and we were the first one to bring in the sporty motorcycle with the Pulsar. The Pulsar range gave the consumer a sporty way of commuting at a time when the high-end market was almost negligible but we believed that the future potential lied in terms of the bikes being used not only as a tool but also as a means of recreation. We always believed this kind of market will develop in the Indian market over the period of time and to cater to such differentiated and premium segment we needed a similar channel that gave birth to Probiking.

How do you differentiate between a normal Bajaj showroom and a Probiking showroom?
The Probiking showroom is not for normal commuters rather it is for the bikers. In short, it is the biker’s den. The entire design and concept revolves around biking. The user can experience the performance of the bike using the equipment that we have in the showrooms called the dynamometer. With this equipment in place the user can really test the limit of a machine which one can’t do on a normal road as it is too risky. Moreover, the user also gets a proper knowledge on the technology that is used in the products.

Dynamometer is the primary USP, what are the other factors that makes the Probiking showrooms stand out in the country?
Apart from the Dynamometer, the layout is done in such a way that bikes are fixed on the ceiling and there’s a section where the technology that goes into the product is properly displayed and explained to the consumer.

With Bajaj launching more products with Kawasaki, how will you tackle the competition from the Harley Davidsons and Ducatis?
In luxury bikes, brand matter a lot. Their brand is different, our brand is different. First of all, Harley operates in very different segment of the market which is completely leisure. In short, they have their own space, we have our own space.

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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12/08/2011 1:49am

most motorcycles are limited in their storage capacity. Though all-out touring bikes such as the Honda Gold Wing and the BMW K1200LT offer numerous hard cases for the storage of extra clothes and gear, long distance riders are often forced to make tough decisions about the details of their trips,

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