In a bid to add more muscle to its Mojo, Mahindra makes foray.

It might have taken a long time, but then, the segment of naked sports tourers has finally begun to burgeon in India. It all started way back in 2012 when Mahindra previewed the Mojo concept for the first time in a raw form.

Today, Mahindra made headways with this strategy and went on to open its first ever exclusive Mojo showroom that will, apart from sales and service, will push customers to indulge in an all-round experience of owning the bike. In a bid to tap the newfound interests in the sports tourer segment, Mahindra Two Wheelers is on the path to growing its premium motorcycle brand, Mojo.

Mahindra opens its first ever exclusive Mojo showroom in Bengaluru. Exterior
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In 2015, Mahindra finally introduced the Mojo as the only naked sports tourer which had the potential of rivalling the Royal Enfield offerings, with its distinctive styling, excellent engine and top notch hardware. Being the flagship product from Mahindra, the Mojo had to succeed in each and every aspect, because it took an extended period of three years in the name of research, development and testing. And then, the end product turned out to be something which was beyond the expectations of enthusiasts, who had little hopes from Mahindra in the premium motorcycle category.

With the amount of success they saw with this bike, and with the competition launching bikes like the Bajaj Dominar 400, Mahindra thought best to devise a novel retail channel and calling it the ‘MOJO Store’. This would be an exclusive boutique for the motorcycle across the country serving its customers with sales, service, customisation, apparels and accessories in parallel with the Mojo itself. All this happening with Mahindra is in conjunction with the passion shared by the Mojo Tribe community.

Mahindra opens its first ever exclusive Mojo showroom in Bengaluru. Exterior
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Mahindra opens its first ever exclusive Mojo showroom in Bengaluru. Exterior
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Speaking with Deccan Herald, Mahindra Two Wheeler’s Senior General Manager, Naveen Malhotra said: “The exclusive dealership is the natural progression in our strategy to build India’s biking culture by providing a platform for bike enthusiasts to explore, engage and experience the brand MOJO in a holistic fashion”.

They chose Bengaluru to be their first showroom since the Karnataka’s capital is the largest market for the motorcycle. The company is planning to open a showroom each in Delhi and Srinagar, the capital of Jammu and Kashmir. The J&K outlet was in order since a lot of motorcyclists seek efficient service operation while they ride on one of the world’s most beautiful picturesque roads on the foothills of the Himalayas.

With this head start, Mahindra plans to enhance the MOJO brand lineup, and in the next two years, the brand will see an adventure version and a commuter street version of the Mojo motorcycle.

Mahindra opens its first ever exclusive Mojo showroom in Bengaluru. Exterior
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Mahindra opens its first ever exclusive Mojo showroom in Bengaluru. Exterior
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Mahindra surprised everyone when it previewed the Mojo for the very first time during the Auto Expo 2012. The concept bike, which was a mixed bag of design cues, looked like a blend of so many confused ideas. Thankfully, Mahindra refined the design of the motorcycle for the production model, which though remains a bit quirky when compared to the competition.

Mahindra has worked hard to make its first shot in making a big bike engine successful, which to a large extent, has managed to make a positive impact. The Mojo comes with a four stroke, single cylinder, liquid cooled, fuel injected, 295cc engine, which puts up 28 bhp of maximum power and 30 Nm of maximum torque. Mahindra has built this engine from scratch, which means that everyone had high hopes from this powertrain. However, Mahindra succeeded on the expectations and cleared the ambiguity surrounding the development and prowess of this engine, as the powertrain has got a solid punch and built-to-last feel. Mated to a 6-speed gearbox, the engine has an abundance of torque in the lower as well as middle rev range, which makes it a vivacious motorcycle to ride on all kinds of roads. The refinement levels too are quite commendable.

Mahindra opens its first ever exclusive Mojo showroom in Bengaluru.
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Source: Deccan Herald

Sagar Patil
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