Italian motorcycle manufacturer and one of the world’s leaders in the super bike segment, Benelli, announced a partnership deal with Adishwar Auto Ride India – Mahavir Group, on August 9 in Chennai.
Adishwar Auto Ride India (AARI) is one of India’s leading multi-brand automobile dealers and was the first dealer to distribute Izuzu vehicles into the country. They have been dealers of Skoda for close to 20 years.
They were exclusively chosen by Benelli to distribute an exclusive new product range in the country and also to set up an assembly plant in Hyderabad, which was made possible after when Benelli signed a MoU with the Telengana Government to set-up indigenous manufacturing facilities.
The First Phase, according to Mr. Vikas Jhabakh who is the Managing Director of AARI Mahavir Group, is the upcoming three-acre facility executed by the AARI-Mahavir Group which targets to become operational by October 2018.
This partnership is closely monitored and guided by Mr. Dante Bustos from Argentina, who is the Global Chief Marketing Officer for Benelli.
Mr. Bustos emphasised that his focus was to improve the experience and services at dealerships around the world. “We want to connect with riders before, during and after a ride and give our dealerships a facelift”, he said. Benelli hopes to break the default set-up of a dealership and introduce an exaggerated “pit-stop” type of shops.
With less space for inventory and for staff to have a desk, there would be more space for customers to look at products, grab refreshments and even take a shower! The idea was to set up these dealership/pit-stop at strategic locations, where riders would pass-by while on road trips. According to Mr. Bustos, riders could bring in their Benelli motorcycles to service, while they wait at the “café” at the same place.
Benelli introduced a wide range of motorcycles for the Indian market, namely, the TNT 300, TNT 600i, TNT 899 and the TNT 1130. However, according to Mr. Bustos, Benelli plans to launch 12 newer models with upgraded engine and technology by the end of 2019. To name a few, the Leoncino 250, 500 and the 500 sport were introduced in the Modern Classic motorcycle segment.
The TRK 250, 500 and the 502 X, the adventure tourer segment, is also set to be launched by 2019.
Finally, Benelli hopes to create a new marketing strategy for the upcoming Imperiale 400, by highlighting the heritage of the Italian company, hoping that the buyers would feel becoming a part of the Benelli Imperiale culture when they purchase the motorcycle.