Benelli’s Future Plans Include Manufacturing In India

Benelli's future seems to be brighter than ever thanks to its newly entered strategic partnership with Adishwar Auto Ride India of Mahavir Group, set to be led by Managing Director Vikas Jhabakh. Here's what they have in store for existing and prospective customers.

To start off, all Benelli dealerships will now be christened as Benelli India, going by the international CI standards. Secondly, all existing customers will continue to receive service and spares support from Benelli’s newly signed partner.

Production plans -

Benelli's CKD plant, spread across 3 acres, will be operational from October 2018 onwards. Currently, the company has the manpower to produce 7,000 bikes in a single shift. In phase 2, however, the company plans to expand its base in around 10 acres of land, focusing more on manufacturing its lineup in India. However, the 2nd phase will only come into play on the basis of market demand.

The company is also looking at localisation in the next two years, but the percentage will depend on costs being offered by Indian vendors.

Market share and sales target

Till date, Benelli has sold 5650 motorcycles across India, attaining 21 per cent market share. By next fiscal, Benelli aims to sell 3000 units with an aim of achieving a market share of more than 30 per cent by 2021. (Market share being considered with H-D, Kawasaki and Triumph as competition).
Benelli India will begin sales by the end of November with 18 showrooms, with a showroom expansion target of 20 dealers per year for the next 3 years.

Current launch plan

Benelli India is re-entering India with only three models: TNT 300, 302R and TNT 600i.

The TNT 25 is out of production for India as there is an entirely new 250cc single under development. Benelli even confirmed that we can expect that to launch soon. The TNT 600GT has been discontinued to make way for the TRK 502. This will make the TNT 300 the most affordable Benelli on offer. Speaking of which, price revision for the above mentioned 3 models is being reconsidered for India.

Future product launch plan

Benelli is planning to launch two models and a refreshed model by the end of this financial year.

As a result, the TNT 300 will be replaced by the 302S, seen at EICMA, which will feature some new styling cues and new colours as well.

At the beginning of 2019, the Leoncino 500 Road and Trail version, followed by the TRK 502 and TRK 502X (off-road version). By 2019 end, we will also be getting the Leoncino Sport

The 402 and 752 seen at EICMA are also in the pipeline for next year.

Apart from this, the company also plans to bring the Imperiale 400 by mid 2019, focusing more on factors like affordability, performance and heritage to compete against Royal Enfield.

In the long run though, Benelli is planning to treat the Leoncino and TRK as a separate brand entity and will be offering more engine options on this platform, including a 250cc motor by 2020.

Customer service

As stated by officials, with the new partnership, Benelli is planning to develop more customer-centric activities, with a key focus on selling more of experience than just the product itself.

For this, Benelli India will be looking at making customers a part of their zonal, national and international ride activities.

Benelli also intends to offer their showrooms as a one-stop shop for customers to not only service their bikes, but also hang out and plan rides at the soon to come Benelli cafe areas.

To make the customer's life hassle free, the company is also looking at options like door to door delivery of emergency spares and service.

Currently, the company has no intentions of entering the litre-class segment and will be focusing mainly on the 400cc - 750cc displacement class. However, Benelli has hinted at an all-new three-cylinder motorcycle for 2022.

So, going by the information we have received, the future looks quite promising for Benelli in India. However, while these plans will help build up some amount of trust in the minds of prospective buyers, Benelli may have to struggle a bit to restore the lost confidence in the hearts of others.