Bajaj is all vocal about the Dominar 400 stamping on Royal Enfield
They say: Don’t own an elephant.
When Bajaj launched the Dominar in 2016, it was highly pitted against the mighty Royal Enfield Classic 350. It was supposed to gorge away the sales of the RE and leave it hanging dry. I, for one, was actually very confused at this conjecture made by both Bajaj and the moto fraternity on how they interpreted this rivalry. There wasn’t any in the first place if you ask me.
To veer off loyalists from sticking onto Royal Enfields, Bajaj has started a Bulldog battle aiming straight at those RE purists and urge them to chuck the elephants and take onto the Dominar 400.
Both the bikes, though not poles apart, are not to be put against each other. Yes, they have similar engine capacity, but that does not put them on the same page. It is like comparing cricket and baseball just because of a bat and a ball is in play.
Nonetheless, people did compare them, wrote and spoke sagas about it but it looks like the universe had different plans for them.
Now, Bajaj has officially started a loyalist battle between the folks dearing the Royal Enfield’s and the newfound ones for Bajaj. They launched a brutal ad campaign that features aviator and half-face helmet cladded beard guys moving on a slow paced elephant.
If you failed to understand the euphemism here, listen to that bullet sound track. Festooned with a Ladakhi sound track, the voice talks about camaraderie and loyalty. But soon, the herd starts facing problems going uphill and being stuck at the pathways.
Then amidst comes the new age music replacing the retro to see three young riders taking the curves and moving past the herd swiftly, showcasing the Dominar’s agility (according to Bajaj).
The voice finishes off with "Haati mat palo" (don’t own an elephant).
This is surely gonna take a dig at Royal Enfield’s ego and is all up for an outrageous twitter battle. It will be interesting to see what RE will opt to do about this head on allegation by Bajaj.
Royal Enfield is doing so well that it is going to open a new plant next year to increase its annual capacity to 9 lakh units which will eventually necessitate lesser waiting periods for its bikes.
At the end of the day, the experience in owning a motorcycle counts for every rider. And Royal Enfield gives oodles of them wrapped between two-wheels. Lal says "People who like us will come to us. We will continue to work on the brand, retail and marketing. People who are part of the Royal Enfield family continue to stick to the brand. They like what we do after we sell them the motorcycle".
Sorry Bajaj but looks like you need to up your game if you want to beat Royal Enfield in their game.
The Bajaj Dominar 400 is powered by a 373 cc engine that also does the job on the Duke 390/RC390. This single cylinder, liquid cooled, fuel injected unit also gets Bajaj’s triple spark, four valve technology. According to some reports although this same powertrain makes 44 Hp of peak power on the KTM motorcycle. Bajaj has retuned it to deliver 35 bhp of peak power at 8000 rpm and 35 Nm of torque at 6500 rpm.