LML to relaunch bikes, scooters

LML plans to re-enter the booming motorcycle segment with its four-stroke 100cc and 125cc bikes that it had stopped manufacturing over five years ago when labour unrest led to a lockout at the factory.

The company also plans to enter the gearless scooter market and launch products for both local and overseas markets. Apart from a 125cc gearless scooter, the company is also planning for an India-first 200cc geared scooter. Already launched in the export market, this 200cc scooter will be a lifestyle product for a niche market. Before its sabbatical in 2006, LML had a range of bikes from the Adreno FX 110cc to the Freedom, the latter with four variants from 110cc to 125cc.

LML’s strategy for scooters is premised on different positioning as well as looks. It hopes to keep the pricing at a par with competing products. LML’s USP has been its multi-utility and metal-bodied geared scooters for niche buyers. Its plans are to expand its product range with a new 150cc Select 4, four-stroke scooter.

LML recently re-launched its NV two-stroke four-geared scooters with the focus more on exports to Europe, US, Australia, Egypt and Africa where they sell under the different brand names of Star and Stella. This initiative paid off and these countries currently account for sales of around 4,500 scooters per month.

LML also rejigged its corporate strategy for the domestic market and launched its four-stroke geared scooters in 2008 with just three dealerships in Delhi, selling around 500 scooters per month in Delhi.

At present, LML markets around 3,000 units per month in Punjab, Uttar Pradesh, Haryana and Delhi regions where it has established a network of 100 dealers. With new products in the pipeline, LML is targeting brownfield expansion at its Kanpur facility that is spread across 100 acres. A second plant at Rae Bareli in UP where three-wheelers were once manufactured now lies vacant.