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Bajaj beefs up new logo with ‘Excitement’

16-January-2004
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Bajaj beefs up new logo with ‘Excitement’

‘Hamara Bajaj’ will now don a new look. After more than three decades, Bajaj Auto on Thursday unveiled its new corporate logo. The new brand essence has been defined as ‘excitement’.

The makeover of the logo, new graphics and brandline have followed internal restructuring in the company that has been going on since 2000-01. The company hoped to increase sales by 100 per cent and profitability by 10 per cent as part of the restructuring programme ‘mission control’.

“We hope to double our sales to three million units by 2006-07. We have managed to reach half-way till date,” Rajiv Bajaj, joint managing director, Bajaj Auto, said at a press conference on the sidelines of Auto Expo.

After TVS’s launch of Centra, Bajaj too has come up with a 100km/litre bike, ‘Super 100’ motorcycle and a 110cc powerful and fuel efficient automatic scooter with the advanced ‘DTSi Technology’ and a CVI (automatic transmission).

After the Super 100 motorcycle, the next motorcycle launch from Bajaj’s stable will be in July, which will be powered by a modern engine ‘DTSi’ engine. Also on the anvil is the introduction of two scooters- a four-stroke 125cc ‘Chetak’ model and a 110cc automatic model called ‘Wave’.

Bajaj Auto is expected to close the current financial year with sales of 1.5 million vehicles against 1.3 million during 2002-03. The company is also expected to record its highest-ever motorcycle sales of over one million units this fiscal as it gears up to launch four new two-wheeler models to boost its share in the world’s second largest two-wheeler market.

The company also expects to clock over 50 per cent growth in exports to about 1.6 lakh units during 2003-04, he added.

Unveiling its new model and marketing plans for this year, Mr Bajaj said exports of three motorcycles - ‘Byk’, ‘Caliber 115’ and ‘Wind 125’- to Philippines would start next month through collaboration with its technical partner, Japan’s Kawasaki Heavy Industries.

“This will be the first real step to sell two-wheelers in the south east Asian Region.” The three models of motorcycles will be assembled from knocked down kits and sold by 600-odd dealers in Philippines.

Bajaj’s three-wheelers, assembled in Indonesia, are also expected to hit the roads in next three months. Exports during the first nine months have already crossed 1.1 lakh units, up from export of 94,000 vehicles last year. Exports during 2004-05 are expected to touch two lakh units.

In value terms, exports are expected to increase to Rs 500 crore during 2003-04 and to over Rs 650 crore in 2004-05, he added. Apart from southeast Asia and South America, Bajaj is also looking at markets in middle East and Africa.

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