Bajaj Chetak
The Bajaj Chetak, an iconic brand by Bajaj Auto, a renowned name in the Indian automobile sector, made a significant mark in the industry with its initial launch as a fuel-powered scooter decades ago. Named after the legendary horse of Indian warrior Rana Pratap Singh, the Chetak was synonymous with reliability and sturdiness and became an integral part of the Indian two-wheeler landscape for years, often considered a family heirloom passed from one generation to the next.
After being phased out in the early 2000s due to changing market dynamics and evolving consumer preferences, the Chetak made a grand comeback, reimagined and reinvented for the modern age. In 2019, Bajaj Auto reintroduced the Chetak, this time as an electric scooter, marking the company’s foray into the electric vehicle (EV) segment.
Electric
The new Bajaj Chetak Electric retains the classic design, reminiscent of the original model, appealing to the nostalgia of many consumers. However, it’s been revamped to cater to contemporary aesthetic preferences and current environmental concerns. The e-scooter features a sleek, modern look with smooth curves and a futuristic visual appeal, combined with a range of colors that are in line with today’s trends.
Festive Offer
- Festive Pricing Strategy: Launching a special festive offer capitalizes on the increased willingness of consumers to make significant purchases during festive seasons in India. This pricing strategy not only boosts sales but also potentially widens the customer base as new users who were hesitant due to cost concerns might consider buying at the discounted rate.
- Geographical Expansion: Initially, Bajaj Auto had limited the sales of Chetak to specific regions. Targeting Karnataka and Tamil Nadu, especially the tech hub Bengaluru and culturally rich Chennai, seems like a tactical move. These areas are known for their relatively high income, environmental consciousness, and openness to adopting new technology, making them ideal markets for EVs.
Karnataka
- Product Quality and Features: By emphasizing the IP67 water resistance, the company addresses one of the common concerns related to electric vehicles’ performance in various weather conditions. Moreover, the sturdy all-metal construction is a direct pitch pointing out the robustness and longevity of their product compared to others. It subtly targets the perception of quality and safety, which is a significant consideration for Indian consumers.
- Technology Integration: The inclusion of the Chetak App highlights a push towards smart mobility. Indian consumers, particularly in urban areas, are increasingly tech-savvy, and adding this feature aligns with the growing demand for integrated technology in everyday life, making the scooter more appealing to the modern rider.
IP67 water resistance
- Sales through Amazon: Collaborating with Amazon for online sales is a strategic masterstroke. In light of the COVID-19 pandemic, there has been a substantial increase in online shopping, and people seek the comfort and safety of making significant purchases through familiar and reliable platforms. Additionally, it caters to a younger, internet-savvy demographic that values convenience.
- Competitive Positioning: By offering these features and at such a pricing point, Bajaj is directly positioning itself against other key players in the electric two-wheeler segment. It seems like a well-thought-out move to capture market share and establish itself as a leader in the electric mobility revolution in India.
Pros of the Bajaj Chetak electric scooter:
- Stylish and premium design
- Comfortable ride quality
- Good performance
- IP67 water resistance
- Chetak App adds value with features such as remote start, location tracking, and ride statistics
- Eligible for government subsidies
- Low cost of ownership
- Environmentally friendly
Cons of the Bajaj Chetak electric scooter:
- Relatively high price
- Limited range compared to some other electric scooters
- Not as widely available as some other electric scooters
The timing, strategic pricing, and feature highlights of Bajaj Chetak are aligned with not just the festive sentiment but also with the changing consumer behaviour towards environmentally friendly and technologically integrated products. If executed well, this could mark a significant turn in the adoption rate of electric vehicles and could solidify Bajaj Auto’s position in the burgeoning EV market in India.
