Close on the heels of launching two new variants of its 125 CC Fazer, Yamaha Motor India yesterday announced the launch of its latest 110 CC model Libero G5 - an upgraded, sportier and stylish version of the Libero. The launch is in tune with the company’s new marketing strategy of transforming the market from ‘utility’ to ‘pleasure’.
At a press conference to announce the launch of the G5, or ‘Generation Five’ bike, H Yanagi, Managing Director and CEO, Yamaha Motor India, said, “We plan to continue investments in new product line ups and new marketing initiatives. The Libero G5 is one such step.” One of the strategies that have been articulated by the company recently is to make Yamaha the ‘most desired brand,’ which is ‘sporty, stylish and innovative’.
Yamaha recently roped in John Abraham as brand ambassador. While the corporate campaign featuring Abraham (‘Change the rules’) will run across India, the brand’s association with Valentino Rossi is expected to keep racing enthusiasts engaged.
Officials put the estimated promotional spend for Yamaha at Rs 70 crore (includes an ad spend of around Rs 35 crore), which remains unchanged from last year. The basic (Crux) and the Libero segments constitute 40 per cent each to Yamaha’s sales in the country. Its overall market share is around five per cent, and the Fazer segment is said to constitute 10 per cent of Yamaha’s sales. The Enticer was discontinued from April 1, 2005.
Answering a question on the possible launch of a 150 CC model, Yanagi said, “Probably, that may not happen this year. Plans are on to launch products across various segments.” Company officials added, “The 110 CC area is the biggest market now. The evolution of the 110 CC has been showcased today.”
The colour combos for the new bike were chosen on the basis of a consumer survey, said officials, and the four options available are ‘Red Heat’, ‘Yellow Flash’, ‘Blue Streak’ and ‘Silver Lightning’. The bike is being targeted at ‘young biking enthusiasts’ and is priced at Rs. 40,999 (ex-showroom). The company’s agenda includes a revamp of its dealer and distribution network.
The series of launches is expected to continue over the coming years, in tune with the voice over in the corporate ad which says that the idea is to change the rules, and to challenge today’s notions of mileage and function to moments and emotion. The creative agency on the account is Dentsu Communications, Delhi. The target for the year is three lakh units, up from the two and a half lakh units it sold last year. Yamaha’s Indian portfolio includes the Crux range in the basic segment, Libero and variants in the standard segment and the Fazer models in the executive segment.