Bajaj Auto is going all out to promote the Dominar 400, its flagship offering. The Pune-based motorcycle giant has just released the latest TV commercial for the Dominar. The motorcycle is positioned as a sports tourer, and is offered in two variants. While Bajaj has been taking digs at Royal Enfield with previous Dominar ads, this time, they seem to have taken a different tack. Here, watch it for yourself.
As you can see, the video makes no reference to Royal Enfield, although it does talk about how the Bajaj Dominar 400 is engineered to make long distance rides more comfortable. As of now, most long distance motorcycle riders prefer the Royal Enfield range of retro styled motorcycles, which offer a relaxed riding position, a dash of nostalgia and a big support system. Bajaj is trying to break into this very market, without much success. In fact, the similarly priced Royal Enfield Classic 350 outsells the Bajaj Dominar 400 at least 20 times over each month. This seems to have prompted a change of strategy at Bajaj Auto. The latest TVC could be a reflection of that.
Instead of poking fun at Royal Enfield and those who ride these retro style motorcycles, Bajaj is now beginning to talk about what the Dominar 400 offers in terms of performance, ergonomics and safety. The entire TVC highlights the various strengths of the Dominar, and this could be a better way to get more buyers to opt for the motorcycle. The Dominar 400 is powered by a 373-cc, four-stroke engine with a four-valve, single cam head, liquid cooling and fuel injection. This engine makes 35 Bhp-35 Nm, and is paired to a 6-speed manual gearbox that also has a slipper clutch. Dual-channel ABS is offered as standard on the top-end variant of the Dominar 400.
While the non-ABS version of the Bajaj Dominar 400 is priced at Rs. 1.44 lakhs, ex-showroom Delhi, the ABS-equipped version is priced at Rs. 1.58 lakhs. While Bajaj has effected multiple price hikes on the Dominar 400 in the past, the motorcycle continues to be a very good value-for-money offering. In fact, the Bajaj Dominar 400 is the best priced, long-distance sports tourer in India. Bajaj will soon start offering a bolt-on touring kit for the Dominar, further strengthening the motorcycle’s long distance appeal.