2023 was a positive year for motorcycle marketing in Ecuador. According to the latest data from the Association of Automobile Companies of Ecuador (Aeada), it was the only segment that, along with electrified vehicles, closed the year with sales growth. In December 2023, 13,997 motorcycles were sold, ending the year with a cumulative growth of 5% in a market dominated by Chinese brands. Indian brand Bajaj is the first non-Chinese brand to be among the top sellers, taking fourth place with 12,000 units. Camilo Sarria, Marketing Manager of Indian Motos, comments on the brand’s growth in Ecuador and its expansion plans for 2024.

When did Bajaj arrive in Ecuador?

Bajaj arrived in Ecuador in 2011 and is celebrating its 13th anniversary in the country this year. With more than 150 associates across the country.

How many units did you sell in 2023, was it more or less than 2022?

In 2023, 12,000 units were sold, which represents a growth of 5% compared to sales in 2022.

How many models does Bajaj sell in Ecuador?

Thirteen models are available on the Ecuadorian market.

In how many countries in the region is the brand and where is Ecuador sold?

It is found in more than 70 countries of the world, and in the region it is found in all countries of Latin America and in ranking We are in third place after Mexico and Colombia.

7 out of every 10 motorcycles sold in Ecuador are Chinese and 29% of buyers are in Guayas. What are the best selling brands?

What does it mean for Ecuador to be third in the region, how much did Mexico and Colombia sell?

Being among the leaders in the region motivates us to continue doing well and better. I don’t have the data for these countries in mind, but they are very large compared to us.

Motorcycles and electric vehicles are the only segments that did not shrink in 2023, why are motorcycles still growing in sales?

Because it has become a more economical and uncomplicated mobility alternative due to traffic problems.

Chinese brands lead in sales in the country. What is Bajaj doing to compete with these brands?

We provide customized service to our customers, creating positive customer experiences through our new and renewed exhibition spaces, wide stock of spare parts that guarantee the availability of everything at all times, a wide network of authorized workshops and the largest distribution network in the country and finally and very importantly the quality and support of the Bajaj brand in Ecuador and the world; Through all these actions, we create clients for life.

What new investments does the brand plan for Ecuador, how many stores do they currently have?

We currently have 16 stores in the main cities of the country, and the projection is to open 4 more stores this year. In addition, the company renovated and inaugurated 5 stores in Quito, with a design aligned with international standards, with an investment worth USD 50,000. Shops are strategically located in the northern, central and southern parts of the city.

In which cities will these new four stores be opened?

Quito, Guayaquil, Portoviejo and the last one to be defined.

How much is the investment for these new spaces?

The investment is worth 80,000 dollars.

Sales of electrified vehicles and motorcycles are unique in the automotive sector, which have not decreased

What are the sales expectations for 2024?

Grow as a brand, position yourself as the leading Indian brand in Ecuador, create greater sources of employment and indirect work in the country. In the second phase, the brand plans to renovate several of its stores across the country. Currently, Bajaj has 16 of its own stores throughout the country, which are strategically located in various areas of the coast and mountains of Ecuador. With these actions, the company expects sales growth of 20%. In addition, it has a wide network of distributors throughout the country, making Bajaj the largest commercial network in Ecuador.