Bajaj Auto is back with the new Dominar ad series, which once again takes digs at Royal Enfields. Bajaj has released no less than 3 ads featuring the Dominar and of course ‘elephants’. These ads highlight the three major strengths of the Bajaj motorcycle in comparison to Royal Enfield (shown as elephants in the videos). We’re sure that Royal Enfield fans will respond to these ads like they did last time around. For now though, watch the latest Dominar ads and decide for yourself.
In this ad, the Dominar – which comes with dual channel ABS – is shown stopping effortlessly on a gravelly slope. In comparison, the elephants just hurtle into the water.
The second ad, which can be seen above, takes a dig about cold starts. It shows the elephants (intended to be Royal Enfields) struggling to start on a cold morning somewhere in the upper reaches of the Himalayas even as a couple of Dominars seamlessly come to life when their electric starter buttons are thumbed.
The third ad shows elephants struggling to climb a steep ghat road while a bunch of Dominars climb the ghat like it’s nobody’s business. This ad takes a dig at low-end torque, for which Royal Enfields are highly regarded for.
Right from the outset, Bajaj Auto has clearly positioned the Dominar 400 as an alternative to Royal Enfields. However, Royal Enfields are doing much better than the Dominar in terms of sales, with the Classic range outselling the Dominar many times over.
That hasn’t stopped Bajaj from aggressively marketing the Dominar. The motorcycle is powered by a 373cc, four stroke-liquid cooled petrol engine with 35 Bhp of peak power and 35 Nm of peak torque. Fuel injection and a 6 speed manual gearbox is standard. The motorcycle is sold in non-ABS and ABS variants, and prices start from Rs. 1.42 lakhs.