Bajaj Qute – Negotiating an Endearing Journey in India

Devansh Tripathi | BD20024 Shreyashi Chakrabarti | BD20056

Tridib Banerjee | BD20067 Antony Paul Elenjical | BD20010

Problem Statement

Bajaj Auto has been the three-wheeler category market leader, which sold 3,64,817 units in
the national market and exported 2,96,700 in 2020. The growing demand for a three-
wheeler internationally has been because of its low price, easy maneuverability, and
efficient performance. Increasing demand for transportation in markets like Asia-Pacific and
Africa and growing demand towards last-mile delivery of products would further propel
growth in the market over the next five years.
Qute was launched in European Markets without any difficulty, but in India, the company
faced many issues in establishing the three-wheeler. It took them a lot of time and
resources to get the ARAI approval; still, several PILs have been filed, restricting Bajaj from
selling the Qute in India. With the decision, Bajaj is excited to launch the product in its own
country and is forming the right go to market strategy

Parameters for Target segment and Target cities

Small & Lightweight

Helps you get through the heavy city traffic fast can reach a maximum speed of 70km/hr

Comfortable Ride
With its firm suspensions, great design, and stylish looks with decent pace for luggage, the
ride in the comfort of Qute to home instead of auto after a long, tiring day at work

Environment Friendly
Protecting our environment by providing a cleaner and greener alternative to other vehicles
with the best in class mileage and minimum carbon emission of 60gm/km

Easy navigation
Compact and lightweight with a small turn radius helps through narrow inner roads, where
cars cannot reach

Tried and tested

Have been a success in the international market and being the market leader in the
segment, they have the trust of the consumers in the market

Target Segment

Cab aggregators
Cab aggregators can leverage the cheap and comfortable Qute for last-mile
connectivity because of its low cost of operations, ease to travel through twists
& turns on small roads, and it can be effectively utilized outside railway/bus
stations is less distance to travel. Cab aggregators can have a special section
for Qute for cheap short rides and expand in rural areas where there are small
roads with lots of twists and turns.

Airport ground vehicle operations, Tech Parks, Amusement Parks

The vehicle's small size can be marketed for inter-region travel such as airport
ground vehicles, tech parks, and amusement parks. Qute will stand out in this
cost-sensitive market because of its low cost and better mileage with an added
benefit of being Environment friendly which helps improve ranking and value
of such places and with this option, we can remove the drawback of low speed
of the vehicle

Auto-Rickshaws
As Bajaj, the most significant and most influential segment, can gradually
replace its existing Auto models with the safer and more comfortable Qute.
The auto unions have been revolting against the vehicle, but the truth is that
Qute is not a threat but an opportunity for a better and a safer ride, which can
give tough competition to the cab aggregators.

Conclusion

Qute has a lot of potential in the Indian market. With the low cost and easy
maneuvering, it can cater to a specific demand segment rather than going into
the primary vehicle market. Qute can target Auto Rickshaws, Cab aggregators,
and inter park vehicles and can be a hit in these segments.