Will Bajaj's Dominar Scrambler eat into sales of other Bajaj models like the Pulsar NS200?
Following the introduction of the Dominar Scrambler, there has been a lot of discussion about how it will affect Bajaj’s other lineup, in particular, at its price point and at the same audience it targets, like the Pulsar NS200. Others say that the Scrambler's versatility and premium positioning could pull customers away from Bajaj's other offerings thereby cannibalizing sales. Some think that the Scrambler appeals to a certain type of rider, and will bring new customers to the brand who otherwise wouldn't buy a Ducati. That debate also extends to whether Bajaj has positioned the Scrambler correctly in its portfolio to minimise the crossover and maximise the total sales across the range. As Indian motorcycle market becomes increasingly fragmented, with Bajaj already having been successful in the touring segment with the Dominar 400, enthusiasts are curious to see how the Dominar Scrambler fits in the company’s broader strategy and whether it will complement or compete with the company’s other models.
I don't think it'll cannibalize a lot. The Pulsar NS200 is for a different crowd than the Dominar Scrambler. The Pulsar is a sporty commuter, it's for people who want a more versatile, touring oriented bike.
I think it will actually help Bajaj overall, there might be some overlap but that's not a bad thing. Instead of switching to other manufacturers for more adventure focused bikes, the Scrambler provides an upgrade path for NS200 owners within the brand.
That could definitely eat into Pulsar sales a bit. For not that much more money, the Scrambler gives you a lot more bike. But if I was to pick between the two, I’d stretch for the Dominar every time.
Bajaj probably knew what they were doing on this one. The Scrambler will be a slightly older, more experienced rider than the Pulsar NS200. They might even end up bringing in customers who would never have thought to buy a Bajaj.
Bajaj, I think, is doing smart positioning. With Scrambler, they fill a gap in their lineup and have a competitor in the growing adventure touring segment. The Pulsar is different enough from the Pulsar that I don't see the cannibalization being too bad.
I own a Pulsar and a Dominar and they serve very different purposes. For daily commuting and some weekend fun the Pulsar is the one, and for longer trips and exploring the Dominar Scrambler. I don't think people would cross shop them.
The real test though will be how Bajaj is able to market the Scrambler. If done right, it could actually increase the interest in their whole lineup and push more people into Bajaj showrooms. Halo product that could help brand as a whole.
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Discussions and Questions Will Bajajs Dominar Scrambler Eat Into Sales Of Other Bajaj Models Like The Pulsar Ns200
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