Having tasted the success in the volume segment with the launch of the four stroke, 106cc Crux, Yamaha Motor Escorts (YMEL) now plans to intensify its presence in this segment. Of the two new models that are expected to hit the market in the next six months, one is likely to be positioned on the ''price'' plank, with an offering in the Rs 32,000 - 35,000 price band.

The stripping could be in the matter of aesthetics, says Rahul Bhatnagar, (zonal manager, western region), not in the performance or quality. "Yamaha bikes are known for their quality and performance. These will not be compromised."

Another segment where YMEL is likely to make an entry is the ''style'' category in the economy segment, since ''price'' and ''style'' are niche areas that need to be addressed. Thus, two new models are expected in six months, each addressing different segments of the volumes market.

These initiatives follow the unexpected success Crux has brought, which was the first bike from the Yamaha stable after it increased its stake from 50 to 74 per cent in Yamaha Motor Escorts Ltd., and its first ever fuel efficient offering in the country. Yamaha, as is well known, is better known for its ''power'' bikes.

"With the launch of the Crux, we tried to do away with some misconceptions," said Mr. Bhatnagar, "the most important being that Yamaha bikes too could offer fuel efficiency and better mileage, in addition to power and performance."

Such an entry was deemed necessary by the company, since 85 per cent of the Indian motorcycle market was dominated by the likes of the Hero Honda’s CD SS and Splendour, and the Kawasaki Bajaj Boxer and Caliber, each of them marketed on the economy and mileage plank. Yamaha had no bike to offer in this segment. Thus the launch of Crux.

The gameplan has paid off, with a sale of almost 33,000 bikes within three months of its launch, enthusing the company to target a 2.5-lakh figure by the end of the year from Crux alone, of a total of 3.5-lakh of planned sales.

The unanticipated success of Crux has been attributed to two factors. One, that it matches up with other bikes in the fuel efficiency and performance categories, as also price. On the Pune roads, it sells at Rs 39,990, ex-showroom. The other is direct customer contact programme the company has adopted. "Everybody is busy. So we do not wait for the customer to come to us. Instead, we go to them," says Mr. Bhatnagar.

In this, it has initiated different approaches to address the urban, semi-urban, and rural markets. For urban India, the strategy is through carnivals, test ride camps, and friendly exchange plans, with an array of brokers ready at hand to offer competitive prices to bikes offered for exchange. The company also tied up with a choice of finance options to suit the differing needs of each customer. The urban mantra, thus being, ''spot exchange, spot finance, and spot delivery''.

In the rural segment, the marketing is being done through influencers, using the tool of ''word of mouth''. Village bigwigs such as the sarpanch, cooperative society members, bank managers, etc., are first convinced of the performance and efficiency of the bike, who would then influence others in the village to buy these bikes. Private workshop owners are the other category through whom YMEL will bring the bike closer to the customer.

Similarly, the company has also opened booking counters and sales and service outlets at taluka levels, enhancing customer access and making it easier for the rural customer to buy and service his purchase.