INTERVIEW WITH SAURAV JB RANA – BENELLI NEPALPosted On: May 27, 2016 By : AutoLife Team
AL: What is your strategy to introduce the Benelli brand to Nepal? How do you look at the Nepalese super-bike market? Is the customer price sensitive or value conscious?
SR: There has always been a colossal interest for superbikes in this country. If you look at the current pool of superbike enthusiasts, they are well educated and informed about the bike brands which
are available in the local and global market .The current trend in the dynamic Nepalese motorcycle market is such that buyers are willing to invest on quality products. This is the reason for the sudden influx of premium motorcycling brands into the country in recent years.
Benelli, the latest Italian marquee to enter the country, offers a range of motorcycles that feature finely tuned engineering, rider ergonomics and outstanding design. In the initial phase, we would like to focus on the sub- 600cc segment as there is a lot of excitement surrounding it, with bike enthusiasts looking to explore and mature in this segment. Our range of motorcycles fit this profile perfectly and this is the segment where we would like to build a strong presence in the coming years.
In addition to that, we also want to emphasize on the support structure for our customers. Our No.1 priority is to provide our customers with an excellent after-sales support. Hence, we have designed our showroom and service center in such a way that it accommodates all the inquiries, issues and servicing needs. We hope that this will create a positive partnership with our customers leading to an enjoyable riding experience
AL: What will be the product portfolio of Benelli in Nepal? Which segment do you see scope of growth in?
SR: First and foremost, we are overwhelmed with the response we’ve received for our products. Benelli has a range of bikes from speedy 250cc to 1200cc monsters. But, in the context of the Nepalese market, the sub-600cc is where we see a lot of potential and that is where we would initially like to focus on before landing our more powerful models. In that regard, our current range in Nepal includes the TNT250, TNT 300, 600GT, and 600i all of which deliver an exhilarating riding experience. Besides motorcycles, we will also import various models of Benelli e-bicycles which have gained excellent reputation globally for their design and efficiency. In addition to that, we also offer the sleek Zenzero 150 scooter.
AL: Do you think a more affordable brand like ‘Benelli’ become a hit just because it will be priced much lower than the others?
SR: First, affordable biking is a very relative term in the Nepali market. Second, it is associated with average bikes with meager performance and build-quality. However, Benelli is just the opposite.We believe that for the price paid for a Benelli, you will get an overwhelming return in terms of engineering, comfort, and excellent ride-ability. Benelli wants to set high industry standards in terms of pricing and quality in each of the segment it represents. This package is what we believe will appeal to the riders here in Nepal.
AL: What sales numbers are you looking to hit for the fiscal year?
SR: We want to be one of the prominent players in the growing sub-600cc segment. Hence, we are looking to capture at least 10% of the 250-600cc class for the upcoming fiscal year
AL: Easy financing plays a big role in purchasing superbikes. Do you plan to tie up with any financial institutions?
SR: Yes, of course! We are going to make European bikes very affordable in Nepal. Therefore, we are negotiating with reputed financial and banking institutions to provide our customers with the best financing services.
AL: How many dealerships are you expecting to set up by the end of this year ?
SR: We are planning to expand our presence throughout the country. As of now, we are planning to open at least a dealership each in Pokhara, Narayanghat, Butwal and Itahari. We are receiving applications and are very excited with the interest and inquiries regarding Benelli.
AL: What USPs does Benelli have over its competitors?
SR: Benelli is one of the oldest motorcycle manufacturers in the world. Established in 1911, the Italian manufacturer brings with it a history like no other – over 100 years of motorcycle building, innovation, and racing achievements. The exotic Italian brand is the only European brand with a presence from 250cc to 1130cc.
Benelli also has a lot of first in-line to its name – the first in-line in the 600cc category, the first adventurer in the 600cc and the first in-line two in the 300cc. Similarly, Benelli also offers the ‘Best- In-Class’ by offering top specifications as compared to competitors. All of these factors create an ideal package that provides outstanding value to motorcycle enthusiasts who want to own a Benelli. We are very proud to represent Benelli and look forward to establishing the legendary marquee in Nepal.