Report by OD bureau, Bhubaneswar: Bajaj Discover has now become the world’s largest selling motorcycle brand, overtaking Hero Splendor in the month of September 2012. Discover sold a record 122,968 bikes in the month of September to become the world leader.

According to K Srinivas, Motorcycle Business, Bajaj Auto, “This is a major milestone in our journey towards excellence in motorcycle business. Our strategy of specializing in motorcycles, developing differentiated products and thereby creating a sharp brand position has clearly succeeded.  We firmly believe that brands work only when they have a sharp position.  Discover has successfully been positioned as “CHALTA NAHI DAUDTA BIKE” thereby appealing to the commuters who would like to evolve to more sporty bikes. Discover has successfully broken the compromise that the average commuter was forced to make by offering styling and performance of a sports bike, yet with comfort and economy of a commuter bike.”

He further added, “Discover has been a technology and marketing success story for Bajaj. The recently launched Discover 125 ST generated an overwhelming response and has sold 35,000 bikes in September –within 3 months of launch. We plan to expand on our lead in the coming months by focusing on the sharp brand values of Discover.”