Automobile major Yamaha on Wednesday launched its new bike Gladiator targeted at the youth seeking a new lifestyle, to mark its endeavour to garner a higher market share through the young Indian consumer.
“Gladiator brings with it the added values of superb performance, new styling and comfort. It will kick-start a new biking lifestyle in the Indian market,” said Tomataka Ishikiawa, CEO & Managing Director, Yamaha Motor India Sales Pvt Ltd.
Gladiator is positioned as a ‘next generation fun bike’. The standard model is priced at Rs 41,990 ex-Delhi showroom while the Gladiator DX comes at Rs 44,990. Gladiator will be available in showrooms from May 15, 2006.
Speaking about the target audience, Ishikawa said, “The target customer for the Gladiator is very clear. We are aiming at youngsters in the urban markets who are focused and ambitious and aspire to live a 24x7 life. The user group will be young students or young executives who place importance on a solid machine with good overall product balance.”
“With Gladiator, we have kick-started Yamaha’s new business strategy in India. This business approach will help us to achieve our objective of the one and only Yamaha brand, which is different from other brands and offers never before brand experience and service,’ Ishikawa added.
Speaking on promotion for the Gladiator, Rajiv Pruthi, General Manager, Marketing, said, “We have planned a 360 degree approach including print, TVC, outdoor, Internet, etc. The TVC on the Gladiator with John Abraham will be breaking next month. The TVC has been done by Bates India.”
“Our marketing strategy is based on the philosophy of ‘Customer is No. 1’. Through this approach, we will provide our customers with products and services which are beyond their expectations. We also aim to create new biking lifestyles that will make Yamaha a cool brand among Indian youngsters,” Pruthi added.