Reference Auto

India Yamaha’s dream run with its sizzling FZ series motorcycles, comprising the FZ, FZ-S and Fazer, has prompted the two-wheeler maker to roll out the FZ series limited edition bikes under what it calls the midnight special version. As the name suggests, the bikes will be available only in black with golden alloy wheel.

The limited edition Fazer, FZ-S and FZ16 models will come for Rs 74,500, Rs 69,500 and Rs 67,500 (ex-showroom Delhi) respectively.

Yamaha will make only 1,000 bikes of each of FZ, FZ-S as well as the Fazer models and an aluminum plate located on the fuel tank will show the vehicle serial number to make it seem it’s exclusively made for the particular customer.

The limited edition Fazer will also come with actor John Abraham’s signature, crafted in golden letters. John is Yamaha’s brand ambassador in India.

Speaking on the occasion of the launch of the FZ series limited edition bikes, Pankaj Dubey, national business head, India Yamaha Motor, said, “Keeping in mind the festivals, we are launching the limited edition FZ Series bikes and are confident that these will be an instant hit among enthusiasts. We have kept the essence of FZ series bikes intact while altering the aesthetics to exemplify the masculine feeling these tough machines are known for. The rich and sporty graphics will take the macho image to its next level.”

According to the company, the use of the sporty graphics and vibrancy of colours on these sturdy machines are in line with the end user’s needs which could be easily customised. The target customer is ideally the 18-25 year youth who is brand conscious, stylish, exudes confidence and has an active mindset and inclination towards the good life.

India Yamaha Motor had registered a significant surge of 13.5 per cent in sales in September. The two-wheeler giant rolled out 33,944 two-wheelers in September 2010 against 29,900 in September 2009. With an intention to improve consumer satisfaction, India Yamaha has launched several marketing strategies.

The FZ series of Yamaha’s bikes has managed to stay connected with the Indian youth ever since its launch in 2008. In 2009, two of Yamaha’s top selling deluxe variants, the FZ and FZ-S came with an improved styling quotient and the fresh-looking FZ16 and FZ-S deluxe segment bikes have buoyed Yamaha’s sales numbers significantly.

The festive season seems to be a major launch pad for auto majors as well as two-wheeler makers to roll out special or limited editions of popular models and give an its-meant-for-me feeling to every buyer.

This could have two advantages: rev up sales of the limited edition product (be it a car or two-wheeler) in the short term as well as spruce up image of a particular brand of companies in the long run and this strategy could come handy for India Yamaha with its FZ series limited edition bikes and spur sales significantly.