The company has worked out the economics. A passenger forks out Rs 8 per kilometer for a three-wheeler; if the higher upfront cost for a Qute is added, it would need the passenger to pay about Rs 10 a km for the driver to make money. Bajaj says there is a large market for consumers who would be ready to pay a small premium for a safer and comfortable ride.
Interestingly, Bajaj Auto also controls over 90 per cent of the three-wheeler market, and the new business will be competing for growth with the company's three-wheeler business. Bajaj expects the dent to be small.
He is more focused on where the Qute would fit in and how he can build on its first-mover advantage (Mahindra & Mahindra has showcased a product in the segment as well). Travellers to and from railway stations and airports is one segment he is looking at. The quadricycle with a metal roof on top (unlike a three wheeler which is made of canvas) can carry up to 50 kilos of additional weight. That would provide an alternative to consumers who currently find taking a taxi from railway stations and bus stands expensive.
The micro cab category, which taxi aggregators offer, is another area. Currently, he says, it has not taken off as there are limited options in the micro cab category (only three models: Maruti Alto, Hyundai Eon and Datsun Go). The Qute could be offered as an alternative offering between the three-wheeler and the passenger car.
But cab aggregators are not so sure. “We are pushing autos in a big way in the mass segment because the cost of running them for drivers is very attractive and the Qute cannot match it. For cab consumers, our focus is for them to upgrade from micro and mini to the premium service,” says a senior executive of a leading cab aggregator.
There are, of course, other challenges. For one, the company has to approach each state to allow the vehicle to ply. And the state road departments will decide not only on the fare structure but also on whether permits will be required to ply on the roads as is the case with three-wheelers in many states. If the three-wheeler play is replicated and the permits sold in the black, this will jeopardise the economics of the business.
Bajaj is aware that building a new category is not easy. That is why he has been looking at the export market. This year the company is set to export over 10,000 quadricycles (2000 to Ethiopia). It sees large potential in Sri Lanka, where over 40 per cent of three-wheelers are used for personal transport and these consumers could well shift to a more premium quadricycle, and Myanmar and north west Africa where three wheelers are banned in the city limits. In Europe, where about 50,000 quadricycles are sold per annum, Bajaj is hoping to make a dent in the market by pricing the vehicles lower than the competiton.
To keep its costs under control, it has used the three-wheeler platform to build the Qute and is using the same welding and press shops as well. The synergies between the three-wheeler and the four-wheeler go further. Bajaj points out that even the additional capacity at the Pune plant is flexible and can be used to make the Qute as well as the auto rickshaws.
In the works now is an electric quadricycle, and Bajaj hopes the government will allow the Qute to be used for personal mobility. “It’s like saying that a passenger in a taxi is safe but if he drives his own car, he is unsafe,” says Bajaj. The battle for a new category of vehicles on India's roads has only just begun.
A Long Road
2012: Bajaj Auto launches the RE 60, the country’s first quadricycle
2013: Government classifies quadricycle as a new category of four-wheelers; Tata Motors, Maruti oppose its introduction
2015: Bajaj launches the Qute. Plans to export it to16 countries
2015: Public interest litigations are filed against quadricycles; concerns are raised over passenger safety
2018: The Supreme Court intervenes and directs that the suggestions of the petitioners be considered by the govt