After grabbing about 5% market share within a year of its launch in the growing scooter segment with its ‘Ray’ range of scooters, Japanese two-wheeler manufacturer Yamaha Motor India is preparing to launch a unisex scooter next year to take on the market leader Honda’s Activa.
Asano Masaki, the new MD of Yamaha Motor India, told ET, “Through our premium motorcycles we have created a strong brand amongst the India’s youth, but over 90% of Indian two-wheelers are utilised for daily commute purpose. We think there is a good potential for a unisex family scooter, which would help us build our volumes going ahead.”
Masaki declined to reveal the time of the launch, but ET learns, the unisex scooter from Yamaha will be showcased at the upcoming New Delhi Auto Expo in Feb 2014. The new unisex scooter is aimed at taking India Yamaha Motor into a larger volumes segment in India.
Thanks to its new range of Scooters Ray and Ray Z specifically aimed at young girls and boys, respectively, Yamaha Motor India posted a 42% growth in sales in April-September period to 2.32 lakh units. With the launch of scooters, the company’s market share has grown to 3.42% in the first half of this fiscal. Experts say, it is not going to be an easy ride for Yamaha. As Honda’s new Activa variant – Activa-I – has again gathered momentum in the market place.
In fact in the month of September, Honda Motorcycle & Scooters India’s Activa reportedly piped Splendor as the largest selling brand in the country with the sales of 1, 42,000 units. Activa has a market share of 43% in the scooter space with its sales growing by over 17% in April to September of 2013 with cumulative volumes of 7,18,888 units.
Apart from Honda, the likes of Piaggio, Hero and TVS Motor have also lined up new scooters in the coming year to satiate the growing demand for automatic scooters in India. Largely an urban phenomenon, scooter segment has heavily bucked the trend in a flattish two wheeler market over the last 12-18 months.
After growing by over 14% in FY-13 to almost 3 million units, the scooter sales accounted for almost 21% of the Indian two wheeler space, in FY-14 (April to September), the sales have grown faster at 16.59%.
But Masaki says, “In a large market like India, 3% is too small, our vision is to have a double digit market share. India in terms of volumes is the third or fourth largest market for Yamaha globally, but in terms of importance, it occupies number 1 place. The initial response to scooters tells us, that Yamaha can play a bigger role amongst Indian families and not their sons alone.”
Yamaha Motor India is aiming at an overall market share of 10% with 15% share coming from the scooter segment by 2016.
Source: Economic Times