Bajaj Auto could have done 'little more a little before' with Pulsar brand: MD Rajiv Bajaj

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26 Aug, 2025 12:21

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Two-wheeler major Bajaj Auto believes that the price of its newly launched Pulsar NS400Z is very profitable, and the company could have done 'little more a little before' with the brand, managing director Rajiv Bajaj told CNBC-TV18 in an exclusive interaction.

In an exclusive interview with CNBC-TV18 on May 3, he also added that a brand like Bajaj Auto cannot remain stagnant as it has to continuously evolve to stay in the race. "Every product has three dimensions- looks, performance and price. Unless we move on one of these axis, the brand becomes stagnant." However, he also added a balance has to be maintained. "Of course, on the other hand, you can't do much with. Otherwise, it won't look like a pulsar or will be too expensive."

Pulsar started the shift in the culture towards sports motorcycles, said Rajiv Bajaj, adding that this was the right time to launch what is being called as the 'biggest' Pulsar ever. For a brand franchise as strong as Pulsar, investment is not going to be a problem, he added, but the company could have it a little earlier to the market. "The biggest risk we may have taken is perhaps by being a little late to the market," Bajaj said.

Also read: Bajaj Auto's 'biggest' Pulsar NS400Z at Rs 1.85 lakh hopes to woo 'new buyers'

The two-wheeler major is also looking to increase its market share in the lucrative middle weight motorcycle category to around 35,000 units per month in the next 6 months and solidify its position behind market leader Royal Enfield. The company has 5 offerings in the 400 cc segment-Triumph Twins, Dominar 400,  390 KTM, and now the Pulsar NS400Z. "When you are at a strong number 2, that is a good position to be at. That is our short term target and then we will see try to take it from there."

However, could this be the end of the Pulsar series? "This I can guarantee that there will always be a better Pulsar available. Doesn't mean it will necessarily be a bigger version. It can have other features or a better engine." He also added that the company needs to have the humility to understand that customers won't pay for Pulsar what they will pay for a KTM or a Triumph. "The Pulsar today is as feature rich as its KTM sibling, but we have to engineer it to make it more affordable. The price of Rs 1.85 lakh is a very profitable price for us," Bajaj said.

Bajaj Auto on May 3 launched its 'biggest' Pulsar - the NS400Z, which is  powered by a 373 cc engine. The bike will be available at a price of Rs 1.85 lakh ex-showroom in Delhi and the bookings are now open with an initial sum of Rs 5,000, the company said.