Benelli is a brand that has a rich history to boast of. It started its operations in 1911, and thus is the oldest Italian motorcycle company. Like many other brands, Benelli also started its journey as a garage- the "Benelli Garage", where 6 Benelli brothers Giuseppe, Giovanni, Francesco, Filippo, Domenico and Antonio (also known as Tonino) worked together passionately repairing and manufacturing motorcycles. Benelli went on to earn accolades in the action packed world of motorsports, with Benelli bikes quickly earning the illustrious distinction of playing a key role in over a thousand victories in the Italian, European and World racing championships since 1939. With the same DNA, Benelli today boasts an exciting range of some of the world's finest superbikes that are perfect blends of heritage, innovation, styling and technological prowess.
“After establishing our footprint in nearly 30 countries like Italy, Germany, France, China, UK, USA, Australia and Spain to name a few, we now wish to introduce some of the world’s best designed and performing superbikes to the second largest two wheeler market in the world. The Indian two wheeler market is growing at a volume of 10-12% and is set to achieve a size of 21-23 million units by 2015-16.” said Mr. Frank Zhuang, Board Director of Benelli QJ
SRL who was present at the historic tie-up announcement.
“Indian market is the most important market for Benelli, and this will become one of the biggest markets for us in terms of sales. Our partner DSK has a profound knowledge and good experience in the Indian Superbike market. DSK Motowheels are today the fastest growing Superbike Company in India with strong financial power. We firmly believe Benelli will have great success in India with DSK as its partner, by launching right products at the right time with the right pricing,” he added on.
DSK Motowheels also seems to be pretty much thrilled about this partnership. “We are extremely proud to partner with the oldest Italian Motorcycle brand Benelli and excited to bring the largest range of Italian superbikes into India. We are confident we will revolutionize the Indian Superbike Industry with our understanding and experience in the Indian Superbike market, and the ability to put up a wide dealer network coupled with an impressive line-up of Benelli superbikes that offers something for every rider”. Mr. Shirish Kulkarni, Chairman of DSK Motowheels gets talkative about the deal.
The Indian line up includes Tornado Naked Tre, or TNT superbikes that include the in-line, two cylinder TNT 302, the in-line, four-cylinder 600 cc TNT 600 i as well as TNT 600 GT, the 898 cc, in-line, three-cylinder TNT 899 and 1131 cc, also in-line, three-cylinder engine powered TNT 1130R, a 155 bhp plus superbike. As obvious these reflect the Italian flamboyance in their design and are ruthless performers, thus making them some of the hottest superbikes introduced in our market till date.
The DSK motors will be playing a vital role by assembling and selling these superbikes and also providing good service and spares backup. This local assembly is expected to bring the price down. Putting lights on the marketing strategy, Mr. Kulkarni said that they have plans to set up around 20 dealerships all over India in the coming 6-8 months. However, initially they will be opening up in cities like Mumbai, Pune, Delhi, Hyderabad, Bangalore, Chandigarh, Chennai and Kolkata in next 3-4 months.