UM Motorcycles India plan revealed

  • Mar 14, 2014
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ZigWheels speaks to Rajeev Mishra, Director, UM Motorcycles India who sheds light on the US based company's future plans for the Indian two-wheeler market

UM Motorcyles Renegade Sport action shot

Recently we had revealed UM Motorycles’ plan to enter India with their international range of Renegade Commando and Sport motorcycle models. Now we’ve come to know that the American company’s Indian arm, UM Motorcycle India Two Wheelers will be focusing mainly on small displacement, ranging from 100cc to 250cc. Rajeev Mishra, Director, UM Motorcycles India told ZigWheels that the company is planning to enter our market as soon as November and instead of importing the bikes it will assemble them in India. For this purpose, it is planning to join hands with a local ally to commence manufacturing operations. 

He further revealed that the Miami-based firm is currently it’s in talks with two undisclosed companies that are based in NCR and Pune respectively and details about its local partner will be revealed by May 2014. UM plans to source close to 50 per cent of the components locally, so that it can price its bikes aggressively. This percentage of localisation will be hiked close to 90 per cent according to company officials by 2015. 

UM Motorcycles Renegade Commando

Apart from supplying to the Indian two-wheeler market, UM Motorcycles has decided to make India their export hub for the South East Asian and African market. In fact, exports to South East Asian market wills commence as soon as production starts at its Indian manufacturing facility with Africa to follow in the near future. Another aspect which will be crucial for UM will be to generate brand awareness and for this purpose it will start advertising campaigns four months prior to the launch. When enquired about their dealership network, company officials said that they have got enquires from close to 400 entities for dealerships across the country.

UM Motorcycles Renegade Commando rear static shot

The entire range of Renegade cruisers was showcased at the 2014 Auto Expo. Out of which, the Renegade Commando and the Renegade Sport will be launched in our country during the festive season by end of the year. The UM Motorcycles brand will enter 30 major cities around the country initially, which will be further increased by 2015.  Even though, the American brand has 100cc bikes in its portfolio, it wouldn’t launch those in India as it plans to position itself as a premium motorcycle manufacturer in our two-wheeler market.

The company has set itself a target of launching two new motorcycles per year for the coming five years and it will launch touring models in 2015 and café racers by 2016. No details about the exact pricing of the Renegade Commando and the Renegade Sport have been revealed yet. But the bikemaker is planning to price them between Rs 80,000 to 1.5 lakh. The Renegade Commando and the Renegade Sport will be pitched against the Bajaj Avenger 220 and the Royal Enfield Thunderbird 350/500 in our two-wheeler spectrum.

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