Bajaj auto ltd is restructuring its dealerships, focused on the markets the products cater to. BAL MD Rajiv Bajaj spelled out the four-pronged strategy following the inauguration of its first Probiking (professional biker's) showroom in Pune. “Our plan is to specialise in the trade. Till now one dealer sold everything. This is not the most productive way to sell,” he said.
Mr Bajaj went on to explain the four levels they are creating. Probiking will sell top-end performance bikes. This will be followed by the two-wheeler dealerships in urban areas.
A new initiative is the rural dealership, the first of which has been opened at Niphad, near Nashik. BAL will set up 20 such dealerships this year, going up to 50 in three years. “This is the first time an auto manufacturer has opened a main dealer in the rural area,” he pointed out. The fourth level comprises three-wheeler.
The specialisation could reduce the number of dealerships, Mr Bajaj said. Although indications are that from the current number of 480 dealers, they could go to 510 by March 2006. He clarified the scooters they propose to bring in will be retailed through this channel which is based on consumer segments and not on products.