Come June, Yamaha will launch two models in the premium segment to revive its business and image in India.
The company will roll out two motorcycles in the 150cc class, a fast-growing segment dominated by Bajaj Auto, and price them higher than a Bajaj Pulsar 150 or a Hero Honda CBZ.
Yamaha hopes to take on the competitors with the launch of R15 and FZ 150. Consumers will have to shell out 50-55 per cent more than a regular Pulsar 150, which is priced at Rs 60,000.
The new motorcycles will carry a price tag of close to Rs 100,000. This will make the models the most expensive bikes in India, ahead of Eicher Motors-controlled Royal Enfield-makers of Bullets cruisers, Bajaj Pulsar 220 and Hero Honda Karizma, which are priced below Rs 90,000.
"We are upbeat about the launch of the R15 and FZ 150, which will happen later this year. Price-wise it will come at a premium to any of the Bajaj or Hero Honda models....at close of Rs 100,000. We are confident that the two (models) will be a huge hit among youngsters," a company source said.
The models are designed on the lines of the company's successful super bikes - YZF R1 (1000cc) and ZF1 (1000cc). "R15 and FZ 150 are trimmed down versions of the R1 and ZF1," added the source.
Their advanced technology, sourced from Yamaha's bigger bikes, and features such as 6-speed gearbox and a Delta Frame have pushed the end price of the vehicles.
The company is looking to tie up with the Levis brand, a premium denim wear, as a joint promotion strategy. Under the promotion campaign, Yamaha's showrooms are likely to have a dedicated corner for the jeans.
Yamaha Motor India has seen a downswing in sales in recent times following poor demand. Its sales for the year so far (April-January) have fallen by almost 50 per cent to 96,303 units compared with the same period last year.