JOIN USDSK Motowheels, the automobile arm of the diversified DSK Group, on Tuesday announced its strategy to grow in India’s burgeoning superbike market, with plans to launch yet another cult bike brand in the country in the months to come.
The company has signed an agreement with Italian superbike major Benelli to assemble and sell the latter’s products in India.
Five of Benelli’s bikes are poised to hit the road by March, this year. The bikes, TNT 302, TNT 600 GT, TNT600 i, TNT 899, and TNT 1130R, will be sold through a network of nine dealerships, at Ahmedabad, Delhi, Chandigarh, Mumbai, Pune, Hyderabad, Chennai, Bengaluru and Kolkata.
“Benelli is the first European bike brand to have a wide portfolio of products in many engine capacities (300 cc, 600 cc, 899 cc and 1,130 cc). The models are expected to be priced competitively and will become the game changer,” DSK Motowheels Chief Operating Officer Shivapada Ray claimed.
DSK aims to sell around 3,000 Benelli units this year itself, and to take the dealership count to 22 during the period.
“Thanks to a variety of factors such as aspiration, higher income, awareness, improving roads and emerging culture of biking, the superbike story in India is about to boom. There are already 12 luxury superbike brands in the country at present, with five more knocking at the market’s doors. Growing at over 80-100 per cent year-on-year, the Indian superbike market will see a great future in the next 3-5 years,” Ray said.
The company already markets South Korean bike brand Hyosung’s models in India, namely GT250R, GT650R, GT650N, Aquila Pro, Aquila 250, and ST7. “Hyosung is the second largest superbike brand in India (after Harley-Davidson). We expect to close sales at around 3,300-3,500 units in this fiscal year, and expect to sell a lot more in the coming year,” Ray added.
DSK is also planning to add 10 more dealerships to Hyosung’s current 41.
The company’s assembly plant at Wai, Maharashtra, where Hyosung bikes are assembled from CKD (completely-knocked down) kits, will also accommodate Benelli’s stable.
“Presently, the plant has a capacity to assemble 12 bikes per day, per shift, which is likely to go up to 20 bikes. This will also include the assembly of Benelli bikes,” Ray said, adding that Benelli’s products will also be sourced as CKDs, assembled, and sold.