Hamara Pulsar, Hamara Discover

Bajaj Auto Managing manager Rajiv Bajaj recently stated his aim to remove the Bajaj brand and, in its place, establish its top-selling Pulsar and Discover as divide brands in their their own light. This is not an unusual move for brands in European and foreign countries.

“Actually I don’t want that (Bajaj) name. We have already started the process so today on a Pulsar, the Bajaj name is seen only on the engine. The same is the case with Discover. Our three-wheeler has Bajaj in tiny font while the initial ‘RE’ is in much bigger font. One day, We will drop the Bajaj name from there also completely”, Rajiv Bajaj disclosed in a recent interview. “Consumers know that the product is coming from Bajaj, just like I know my Audi is coming from Volkswagen. But there is no Volkswagen on the Audi product. This creates a perception that there is something more in the product”, he added. The project is spearheaded by Fitch, the international design organization that have collaborated with brands as diverse as Aditya Birla Group, Boeing, Reliance ADAG, Tata and Microsoft in the past.

About Harish Kannan

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