“Bajaj eats OATS for breakfast.” No, this is not a case of a high-fibre solution to the difficult-to-pass fuel price problems India faces today. This is the start of brand wars, as we love it. From Jaguar vs Mercedes to Audi vs BMW, automotive brands are known for firing on all cylinders to get an upper hand in these brand battles.
The cheekiest one among two-wheeler makers, however, came from Rajiv Bajaj himself who said that “There is a saying breakfast of the champions. Champions eat OATS for breakfast. OATS stands for Ola, Ather, Tork and Smart E. Indian two-wheeler makers have battled the Japanese very successfully. In the 150cc above sports motorcycle category, Enfield, Bajaj and TVS have a 70-80 per cent share. We are not lightweight.”
Ola Electric responds
— Bhavish Aggarwal (@bhash) October 28, 2021
Bhavish Aggarwal, chief of one of the newest electric vehicle manufacturers Ola Electric, had taken a swing at the mainstream manufacturers of internal combustion engine two-wheelers – “We would be the most efficient automaker in the country. The established two-wheeler industry has invested so much money on the shift to BS-VI emission norms. Somebody should ask them about the efficiency of that too…” Since then, chiefs of various two-wheeler conglomerates have responded to him.
Bajaj auto launched two new motorcycles, the Pulsar F250 and the Pulsar N250. These are the biggest engine motorcycles available in the Pulsar lineup and replace the Pulsar F220. Talking further about Bajaj’s choice of breakfast, he also mentioned that the companies, including his, have a strong foundation and this makes it easier for them to foray into the EV market.
Ather Electric made a comeback too
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When shots like these are fired, the best in creativity rears its legs. Ather just posted a picture of a packet of quick oats with the Ather Energy logo on the pack, the packet reads “For when you need that instant pick-up.” This is a reference to the quick performance that electric motor driven EVs offer.
Some media also responded to Mr Bajaj on Twitter, mentioning sales numbers of the manufacturers who were clubbed into OATS, and questioned the relatively smaller number of Bajaj’s Chetak electric scooter which was launched sometime back as a tribute to the original scooter.
Either way, we’ve sat down with the biggest tubs of popcorn to watch this entertaining squabble unfold and if anything is to be learned from the thoroughly entertaining brand wars which have unfolded in ads and on billboards between companies, the real winners are the people.