Bajaj Auto to Launch Two New Motorcycle Brands by FY27: What to Expect
Bajaj Auto plans to launch two new motorcycle brands by FY27 to strengthen its position in the 125cc–250cc segment. The move will complement the Pulsar range as the company focuses on new models, market share and international growth.
October 30, 2026: Bajaj Auto is planning to launch two new motorcycle brands to strengthen its position in the 125cc to 250cc segment. The company aims to introduce both brands by FY27, with motorcycles planned for India and international markets. Bajaj Auto Joint Managing Director Rakesh Sharma announced the plan after the company released its second-quarter financial results.
According to Sharma, the two new brands will complement the popular Pulsar range and target different types of buyers in the 125cc to 250cc segment.
Preparations for New Brands Alongside Pulsar
Rakesh Sharma said the two new brands would target specific sub-segments within the 125cc to 250cc category. However, both brands will not necessarily offer motorcycles across the entire engine range. Instead, they will have different product positioning and target different buyers, allowing Bajaj Auto to offer more choices in the market.
Earlier, the company had indicated that it would focus on the 125cc segment as part of its plans to introduce two new brands. One of its key objectives was to encourage 100cc motorcycle owners to upgrade to bikes with more powerful engines. Through these new models, Bajaj aims to attract buyers beyond its existing Pulsar customer base.
Maintaining Market Share Remains a Major Challenge
Bajaj Auto's market share in the 125cc and 150cc-plus motorcycle segments declined in the previous financial year. According to the company, one of the reasons was the end of the product life cycle of some older models. To address this issue, Bajaj initially shifted its focus towards strengthening its position in the 150cc-plus segment.
Sharma explained that motorcycles in the 150cc segment help build a brand's identity and image, which can also influence demand for models with smaller engines. Therefore, alongside strengthening its premium motorcycle range, the company is working to reorganise its products in the 125cc segment.
Currently, the Pulsar NS and N series are growing faster than the overall 150cc-and-above motorcycle market. However, weaker performance from older Classic Pulsar models and the 100cc segment has put pressure on Bajaj's overall market share. Sharma said the decision to refresh older Pulsar models was driven partly by stagnating sales and a gradual decline in market share.
Bajaj Avoids a Price War in the 100cc Segment
Bajaj Auto has decided to focus on maintaining profit margins in the entry-level 100cc segment rather than aggressively cutting prices to protect market share. As part of this strategy, the company plans to direct a larger share of its future investments towards motorcycles with engines of 125cc and above.
In recent weeks, Bajaj has introduced several new models and updated existing motorcycles. These include the new Pulsar 125 and Pulsar 150, along with the updated Pulsar N160 S, N160 SS, NS400Z, N250SS and NS200.
The company said the contribution of newly launched models to its 125cc-plus motorcycle portfolio has increased significantly. These models accounted for 7% of sales in August, rising to 26% in September. During the first 16 days of the festive season, their contribution reached 33%.
These figures highlight the growing role of new models in Bajaj's strategy to refresh its product portfolio and attract more buyers.
Exports Grow in International Markets
Alongside its plans for new brands and models in India, Bajaj Auto is expanding its presence in overseas markets. The company's total exports in the second quarter of FY27 increased by 41% compared with the same period last year, reaching approximately 7.8 lakh units.
Motorcycle demand was particularly strong in Africa and Latin America. Exports to Africa increased by 83%, while exports to Latin America, including Brazil, grew by 44%.
Bajaj plans to expand its international business by reaching more customers in existing markets, introducing new product categories and entering additional countries. Its partnership with KTM is also expected to remain an important part of its future growth strategy.
The company has not yet revealed the names of the two new brands, their specific models, engine specifications or prices in INR. However, the planned launches could expand Bajaj Auto's presence in the 125cc to 250cc motorcycle market and provide buyers with more options alongside the Pulsar range.
