They said it would all end in 2012. And they were right! Well, at least for us petrol heads the prediction was true as the long wait for owning an affordable entry level performance motorcycle indeed came to an end. The year 2012 was important for the Indian motorcycling industry as it was the time when KTM, in partnership with Bajaj Auto, introduced the biking aficionados to the true thrill of 200cc motorcycles at an unbeatable price with the launch of the Duke 200. Here was a product that delivered performance that the 200cc segment of motorcycles had never seen at a ridiculously affordable price tag.
A year and a half later, arrived the elder sibling of the 200, the Duke 390 which was a pocket rocket in true sense, and delivered astonishing performance despite being financially accessible to many enthusiasts. Last year, KTM delivered two more masterpieces from its factory in Pune with the introduction of the RC Series in India. On January 24, 2015, this Austria based manufacturer completes three years in India. So we look back at the Orange hued brand in India and analyze how the Dakar rally winning motorcycle maker strategically placed its products at just the right price for it to make profits and be affordable at the same time.
The first product to have hit the Indian shores was the KTM Duke 200. Powered by a 199.5cc single-cylinder, four-stroke liquid-cooled motor, the Duke 200 churned out a staggering 25 hp of power and 19.2Nm of torque. The power, clubbed with a body weight of just 125 kilograms (dry), delivered an exceptional power-to-weight ratio of about 200 hp per tonne. The package was offered at a mouth-watering price tag of Rs 1.18 lakh (launched price – ex-showroom Delhi). In comparison, Duke 200’s closest competitor, the Honda CBR250R, delivers similar amount of horse power for nearly Rs 1.51 lakh (ex-showroom Delhi*). The Hero MotoCorp Karizma ZMR on the other hand was cheaper but it trailed the Duke 200 by nearly five bhp in terms of power output.
* During January 2012
Later in 2013, KTM introduced another shocker from its stable, the Duke 390. The Duke 390 came with an engine that would put many so-called entry level performance motorcycles to shame. Besides the 373.2cc single-cylinder, four-stroke liquid-cooled engine that churned out 43 hp of power and 35Nm of torque, the motorcycle also donned ABS as standard equipment. With the weighing scale tipping at 139 kg dry, the power-to-weight ratio stood at a whopping 309 hp per tonne. The motorcycle, with its highly capable engine and safety net of ABS as standard, was priced at just Rs 1.80 lakh (launched price – ex-showroom Delhi). Put that against its prime rival, the Kawasaki Ninja 300, and what you get is a more powerful engine, about five extra bhp to be precise, at nearly half the price.
The company also garnered popularity with its customer interaction programs called Orange Day and Orange Rides which acted as a platform for KTM owners to gather and meet fellow owners and enthusiasts. The Orange Day allowed the owners to participate in various activities such as competitive races while the Orange Rides involved exploring nearby locations. These events helped KTM interact with its customers and provide a personalized experience to the owners while Powerparts gave owners the freedom of customizing their KTM motorcycles according to their choices.
In 2014, KTM introduced its RC series which was the track focused, fully-faired version of the Duke series. The RC200 and the RC390 come equipped with the same motor that is found on the Duke 200 and Duke 390 motorcycles respectively but the track focused set up gave the RC duo even more aggressive characteristics. The design was purely an eye candy and you just could not get enough of the motorcycle.
So while the KTM Duke 200 changed what one could expect from a motorcycle with the price tag of Rs 1.50 lakh or thereabouts, the RC 390 absolutely shattered the perception of the Indian enthusiast about the kind of performance he could get for nigh 2.30 lakh rupees. KTM, though experienced worldwide, is relatively young in the Indian motorcycling market. But it has gotten off to a good start and the future of the company looks promising. The Austrian two-wheeler maker has set new standards for Indian motorcycling with every new launch and the future portfolio looks equally favorable.
What to expect in the coming years?
KTM will soon launch new range of products in the country. From the spy images that emerged over the internet a few days ago, expect to see a redesigned KTM Duke series. At the launch event of the RC series, Stefan Pierer, CEO of KTM also confirmed that the company is developing a new twin-cylinder engine in the middle weight capacity which are likely to reach Indian shores in coming years. KTM is fast, not only on roads and tracks, but also in terms of sales and we heartily congratulate the manufacturer for three successful years in the Indian market and give our best wishes for the years to come.