Bajaj Auto is pressing the reset button on its most iconic motorcycle brand. Over the next four to five months, the company plans to roll out a completely refreshed Pulsar portfolio, signalling a big push to tighten its grip on the highly competitive 125cc-plus motorcycle market.
The move comes as Bajaj looks to build on early gains from recent upgrades and respond faster to changing consumer preferences, especially in the 150cc-plus category where competition has intensified.
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Pulsar Gets a Full Makeover
Pulsar remains the backbone of Bajaj Auto’s motorcycle business, accounting for the largest share of its domestic sales. Since November, the company has already introduced a series of upgrades and refreshes, and the response has been encouraging.
Speaking to analysts on January 30, Bajaj Auto executive director Rakesh Sharma said the company stepped up its launch cycle after the festive season to capitalise on demand momentum.
“Once the festival rush settled, we accelerated launches in the 150cc-plus segment from November onwards. As a result, our market share in this key category has started moving up,” Sharma said.
Eight More Product Interventions Coming
Bajaj Auto has already rolled out seven product interventions over the past two months, mainly in the form of upgrades and refreshes. But the bigger wave is still ahead.
According to Sharma, more than eight additional interventions are lined up in the next four months. By the end of this cycle, the entire Pulsar range—including the classic Pulsar models, the modern N-series, and the performance-oriented NS-series—will be fully refreshed.
“The idea is simple,” Sharma noted. “By the end of this period, the Pulsar portfolio should be complete, potent, and persuasive.”
Target: Outpace the Market
With the refreshed lineup, Bajaj Auto expects to grow faster than the overall industry in the 125cc-plus space, with a sharper focus on the 150cc-plus segment. The company believes consistent product action will help it continue gaining market share even as competition heats up.
On the industry outlook, Sharma said demand has been stronger than initially expected. Bajaj Auto sees the two-wheeler market growing at around 12–15 percent in the coming months, though inflation remains a concern.
“The only real spoiler could be inflation—fuel prices, rentals—which can hurt the purchasing power of our core consumers,” he cautioned.
New Segments, New Possibilities
Beyond Pulsar, Bajaj Auto is also reassessing its broader brand strategy. The company has acknowledged a clear gap in the 125cc segment and is working on plans to address it.
Sharma also pointed out the contrasting performance of the Dominar brand. While its presence in India remains limited, it has found strong traction overseas. “We sell more 250cc-plus bikes in Mexico than we sell in India,” he said.
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Looking ahead, Bajaj Auto is exploring entry into entirely new motorcycle formats, including on-road and off-road bikes. These could come either under a new brand or by reviving one of Bajaj’s older, dormant brands.
“It may not be an entirely new name,” Sharma said. “It could be one of the brands we already have but haven’t used actively for some time.”
With a refreshed Pulsar range and experiments beyond familiar segments, Bajaj Auto is clearly signalling that the next few months will be busy—and crucial—for its motorcycle business.
