Bajaj Auto is betting on high-end Husqvarna to woo upscale buyers

Firm willing to go far to capture new sales at a time when its traditional market is stagnating

Ajay Modi  |  New Delhi 

Bajaj Auto’s Dominar, the company’s first premium motorcycle launched late last year, is yet to create visible ripples in India. But that hasn’t tempered the two-wheeler maker’s enthusiasm for the high-end segment. After Dominar, the company has decided to bring to India the world’s second oldest motorcycle brand after Royal Enfield — the Husqvarna. For a company that bets on its image for making affordable bikes, taking on a new segment far removed from its mass-market products shows how far Bajaj Auto is willing to go to capture new ...

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