Well, well, well! Bajaj-Triumph definitely managed to pull a rabbit, two actually out of their hat with the new Speed 400 and Scrambler 400. Both motorcycles look promising on paper and they definitely look and feel premium in the flesh. The cherry on the cake is the irresistible price tag. ₹2.23 lakh for a Triumph! Please, take my money. That was exactly my reaction when the price was announced and I am sure most motorcycle enthusiasts would have had the same. Will it be enough to dethrone the market leaders though? Here are my thoughts.
Royal Enfield Competitor?
The biggest question everyone has been asking is, is Triumph competing with Royal Enfield? The short answer is “not directly, but surely”. Mr. Rajiv Bajaj quoted Willie Sutton (who said he robs banks because that’s where the money is) at the launch press conference and he did not shy away from saying, “The money is with Royal Enfield and we have no choice but to rob that bank.” This has made Bajaj-Triumph’s intentions clear as to why they have entered the market with a lower capacity motorcycle. They might not compete with products that offer identical products but they definitely will have products that will be presented as an option to buyers which in turn will eat into the sales of the reigning King.
What About KTM?
KTM India also sort of rules the 300cc-400cc segment with three products, the Duke 390, RC 390, and the Adventure 390. What’s interesting is that KTM too is a Bajaj partner. Would they allow the cannibalization of sales? Well, if you look at products that Triumph has launched, they do not compete with what KTM offers unless a Triumph Tiger 400 is launched which will go head to head with the Adventure 390. The KTMs are more sporty and aggressive while the Triumphs are expected to be more smoother and refined. However, like the RE, now the KTM buyers too have an option.
Hitting the Sweet Spot
The real point to be seen in my opinion, is how Bajaj-Triumph have placed the products. Let me explain with examples. If I look at this from a perspective of a prospective KTM Duke 390 buyer, I now have a machine that is as or more premium, has similar handling, is more comfortable for the pillion, and is not as eager as the Duke. On the flip side, as a prospective Royal Enfield Hunter, Meteor or Classic 350 buyer, I now have an option that has better fit and finish, is more refined, more sporty, and more powerful. In terms of the KTM, I will be saving some money while in the RE’s case, I would have to shell out more. Would I be willing to shell out ₹30k to ₹90k (comparing the Meteor and Hunter respectively) and get a Triumph Speed 400? Most probably yes! The extra money spent is giving me more of everything along with a Triumph badge and the service support from the Bajaj network. In my books, Bajaj-Triumph have managed to hit the sweet spot with the Speed Twins, and with time we will be seeing a lot of Triumphs on our roads.
Fighting the Perception
Okay, Bajaj-Triumph have two great products, at least one of them is priced very competitively, Triumph’s dealership network is set to grow 5x over the next 12 months and they definitely have Bajaj’s service network to rely on. The biggest challenge Bajaj-Triumph and their PR team is going to face is the perception of the common public. The Triumphs are going to be made in the same factory as the KTMs and people have already started saying that the same engine that is being used in the KTM 390s is being repurposed for the 400 twins. Bajaj-Triumph have claimed that this is an all-new TR-Series engine that has been developed exclusively for Triumph. The engine has a lot to prove when the bikes are being tested by us. As long as the engines have the same character as other Triumphs, I think there will be nothing to complain. You’ll have to wait for our detailed review on that.
Final Thoughts!
As a motorcyclist, I am pleased to see what Bajaj-Triumph have achieved. As a motoring journalist, I reckon that this is a genius move by Bajaj to democratize an established and premium International brand for our market. This will definitely bump up our economy even if it’s in the smallest of margins. Also, the heated competition is going to be beneficial for the customers as all the brands will now try to make their products better and price them smartly.