Bajaj auto which is India’s second largest two wheeler manufacturer company has finally decided to remove family name from its two wheelers and three wheelers. From April 2011 the rebranding exercise starts. Company has already appointed international retail design agency for this rebranding exercise. The idea behind this rebranding exercise is to promote individual brand likePulsarandDiscoverrather than parent brandBajaj. According toRajiv Bajaj, MD Bajaj AutoPulsar and Discover are well established individual brands and don’t need parent brand name Bajaj. The entire rebranding exercise is going to cost around 21 crores to its 600 odd dealers and 1,100 service centers collectively. It will also be extended to the next generation motorcycle likeKawasakiandKTM. Bajaj's rebranding exercise looks a risky move, since many Indians like its name associated with the bike. The other companies having parent brand name areTVS, TATAandHonda. Apart from Bajaj Auto Hero group is also looking to rebrand its Hero Honda motorcycles after the break up with Honda. Good Luck Bajaj!
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