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LML brings multiple models under Freedom umbrella in portfolio rejig

04-June-2004
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LML brings multiple models under Freedom umbrella in portfolio rejig

The Singhania-promoted LML Ltd has restructured its model portfolio after the recent launch of three new models — Freedom Prima (110 cc and 125 cc) and Graptor. The company has brought four of its existing models — Adreno Energy and three Freedom variants — SP, UCF and DX under one model, Freedom DX.

“We have brought the best features of all the four models under the Freedom DX brand. This will be our base model in the Freedom series,” said LML executive director (sales) GS Maheshwari.

The DX is priced around the Rs 40,050 mark. The 110 cc Prima is priced at Rs 40,987. The 125 cc variants are priced at Rs 42,591 (4-gears with Drum Brakes) and Rs 44,820 (5-geras with disc brakes). The Graptor is priced at Rs 48,123.

LML, which tasted initial success in the motorcycle segment with Freedom, consequently saw itself suffering from a single brand fatigue. The company was also suffering from a capacity constraint when the demand for Freedom had peaked. Freedom sales peaked around September last year when it did around 22,000 units.

Mr Maheshwari added that the company was in the process of hiking capacity from 18,000 units per month to 25,000 units. This would be completed by September this year, he added.

While the Graptor will have to fight it out with the premium segment leader Bajaj Pulsar, the Freedom Prima 125 cc will have to take on the Victor’s 125 cc avatar, the Bajaj Wind 125 as also Hero Honda’s Ambition. The 110 cc Freedom will have to fight it out with Hero Honda’s best-selling Splendor and Passion models.

The last three months have not been very good for LML with motorcycle sales varying between 11,000-14,000 per month on an average.

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