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INTERVIEW | SAURAV JB RANA : Director | Torque Motors Trading Pvt. Ltd.

saurav ranaBMW Motorrad’s presence has been there in Nepal since the 80’s with travelers and adventure tourers coming in to the country in their GS. But now, BMW Motorrad has officially launched in the Nepalese market by Himalayan Motorrad under Torque Motors Trading Pvt. Ltd. With a brand that has been globally renowned and having their presence already felt in the Nepalese motorcycling scene. So, with all of that, we decided to converse with Saurav JB Rana, Director at Torque Motors Trading Pvt. Ltd., regarding the direction the brand will be taking on along with the two models that they have recently launched, the G310 R and the G310 GS.

HOW DO YOU FEEL THE MARKET WILL RESPOND TO THE BRAND, BMW?

BMW Motorrad is a very recognized brand and one of the leaders in the global market. In Nepal, it has the impression of marking a benchmark in terms of global motorcycling industry. The brand itself has an impression of being premium and we believe that we have got the sweet spot in regards to timing for launching bikes in the 300cc segment. Seeing how well the 300cc segment is doing, the G310 R and the G310 GS will definitely be a success in the Nepalese market. The G310 R being a roadster and the G310 GS being an adventure tourer, we believe that these motorcycles from BMW Motorrad will definitely set a bench mark in the motorcycle industry.

The roadster, G310 R with all its specifications and the fit and finish that this motorcycle comes with will definitely create a stir in the market. And as for the GS, it has created a brand of its own internationally with its elder siblings and with the response that we have been getting from the people who have test ridden it, coupled with the various terrains our country is graced with, we believe that the GS would be a definitive seller here. So, we have been very optimistic about how these machines will perform in the market and the response that it would gain.

WHAT IS THE STRATEGY IN PENETRATING THE NEPALESE MARKET? WHAT KIND OF GROWTH DO YOU SEE FOR THE BRAND IN NEPAL?

We will be initially launching the brand from Kathmandu with our showroom at Narayan Chaur, Naxal and we have already found a dealer in Pokhara. So, soon enough, we will expand to all the top tier cities of Nepal. Currently, we are looking for dealerships in other cities like Chitwan, Itahari and Butwal. Our main goal is to diversify and spread out, to that we can reach a much larger customer base and cater to different markets.

Currently, we only have two models but we are definitely looking into more offerings from BMW Motorrads in the future, even in the 300cc category. And as of now, with the response that we are getting, we are trying our best to make our products available and with that we believe that we will be a solid competitor in the Nepalese market.

ANY MARKETING STRATEGIES, UP FRONT, THAT YOU WOULD WANT TO DISCUSS FOR THE BRAND?

The G310 R and G310 GS are our introductory range and at first, we will be focusing on pushing these models. But more than that we want to be focusing on building a motorcycle culture around BMW. So, we will be focusing on motorcycle touring that would bring the GS and R riders together and build a community of riders. Basically, we will be aligning with the BMW motto, “Make Life a Ride’. So, with that we will be organizing a lot of programs and hosting events to align ourselves with international BMW standards. Also, one of the sister companies of Himalayan Motorrad, Himalayan Bike Travel and Adventure, organizes domestic and international tours which we believe would open up a lot of opportunities for Nepali riders to explore a lot of new adventure and unique destinations.

CAN WE EXPECT TO SEE OTHER BMW MOTORCYCLES IN YOUR SHOWROOMS?

As for the big bikes, its going to be on order basis and as of right now, we will mostly be focusing only on the G310 R and G310 GS. But definitely, there will be a possibility of seeing other motorcycles from BMW in the future.

WHAT KIND OF CHALLENGES DO YOU SEE FOR THE BRAND?

Right now, its very competitive market for the two-wheeler industry. For BMW to enter in the 300cc segment market, we believe it will completely change the dynamics of the Nepalese market and we are confident that the products that BMW have offered will definitely win over the hearts of many. Also, with the 300cc segment being really concentrated at the moment with a lot of entry level motorcycles, not only in the Nepalese market but internationally as well, only means that there are going to be a lot of challenges and competition for any motorcycle in this segment. But we are pretty sure that BMW will hold just as strong of a competition in the industry.

WHAT ARE YOUR PLANS FOR AFTER SALES SERVICE OF THE BMW MOTORCYCLES? HOW ARE YOU GOING TO GO ON ABOUT IT?

We already have trained technicians who had gone to India for technical trainings for servicing the BMW motorcycles. And as for the spare parts, we already have an inventory of fast-moving spares and accessories. So, spare parts are not going to be an issue and we have priced the parts quite reasonably. I’d also like to add that the BMW motorcycles have a service interval of 10,000 Kms and that tells a lot about the engine and way it has been made so reliability would not be an issue with the motorcycles. Also, these motorcycles get 3 years of warranty regardless of how kilometers you have ridden the motorcycle and that adds a lot of value to the ownership of the motorcycles.

CAN YOU TELL US MORE ABOUT THE G310 R AND THE G310 GS? WHAT MAKES EACH ONE OF THEM UNIQUE FROM THE OTHER?

The G310 R is a pure roadster and it has the genes from the S1000 RR. The R has very nimble handling for day to day rides and it is very ergonomically balanced. Whereas the G310 GS is more of a dual-purpose machine and is better suited for adventure riding. So, in that regard, the GS comes 19-inch wheels up front and the suspension travel is about 2 inches more than that of the R and the gears have been tuned for ease while riding in dirt and rough terrains, making shifts smooth and effortless. Basically, those are the key differences between the R and GS. And with that being said, we’ve got all aspects covered from rough terrains to the blacktopped highways and streets.

 

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