CT100 has been a hit since its launch and Bajaj garnered a 35% national market share in the entry motorcycle segment.The success was even sharper in Tamil Nadu, where a 52% market share was achieved in April to December 2015. Fuel efficiency has been a very strong USP for CT100.
To penetrate further, CT100B was launched at an attractive price point in December 2015.Given that CT100B is an entry level motorcycle, its target customers naturally included the discerning moped customers as well.
In the testing done in IDC cycle, CT100B returns a high fuel efficiency of 99 kmpl as compared to TVS XL that has a fuel efficiency of 67 kmpl (as claimed in the Company website).The real life fuel efficiency substantially varies from the fuel efficiency under Indian Driving Cycle test conditions.
Moreover, customers at large would associate better with the fuel efficiency that they experience in real life, rather than results based on lab test conditions.
After taking relevant customer feedback, the Company deployed a Sales promotion comparing TVS XL moped and CT100B, in terms of the real life mileage numbers.
TVShas taken offence to our advertisements by stating that it allegedly disparages their mopeds and has filed a Civil Suit in the Chennai High Court. The Hon’ble Court has, whilst permitting us to file our detailed response in 2 weeks passed an interim order, temporarily restraining us from continuing with our aforesaid advertisement for a period of two weeks
When the matter comes up, we will make our detail pleadings before the court in support of our advertisements defending that the advertisement issued by us was neither disparaging or denigrating TVS’s product/s but were merely a reflection of the customers’ experience as disclosed to us.