ABOUT KEEWAY BIKES
Keeway, a Hungarian motorcycle brand owned by China’s Qianjiang Group, has made significant strides in the Indian two-wheeler market since its entry in 2022. Since entering the Indian market in 2022, Keeway has made significant strides in establishing itself as a competitive player in the two-wheeler segment.
With a diverse product portfolio, strategic partnerships, and ambitious expansion plans, Keeway is well-positioned to capture a larger share of the Indian market in the coming years. The company’s focus on unique product offerings, its global experience, and the backing of its parent company provide a strong foundation for future growth and success in India’s dynamic two-wheeler market.
Background and Global Presence
Keeway is part of the KEEWAY GROUP and includes other notable brands such as Benelli. The company has established a solid global presence, with operations in over 90 countries. This extensive international network has given Keeway the experience and resources necessary to enter and compete in diverse markets, including India.
Entry into the Indian Market
Keeway officially entered the Indian market on May 17, 2022, marking a significant milestone in the company’s expansion strategy. This entry was part of a broader initiative to capitalize on the growing demand for two-wheelers in India, leveraging the support of its parent company, the Qianjiang Motorcycle Group.
Chronological Timeline of Key Events and Product Launches
2022
May 17, 2022: Keeway officially enters the Indian market.
May 2022: Keeway introduces its initial product lineup in India
- K-Light 250V Cruiser Motorcycle
- Vieste 300 Maxi Scooter
- Sixties 300i Scooter
September 2022: Launch of K300 N and K300 R Motorcycles, starting at Rs 2.65 lakh.
Late 2022: Introduction of the V302C Cruiser, priced at Rs 3.89 lakh.
2023
- Early 2023: Launch of the SR250, Keeway’s second offering after the SR125, introduced in 2022.
- April 2023: Keeway India announces price reductions for the K300 N and K300 R models, making them more affordable by up to ₹55,000.
- Ongoing: Expansion of dealership network, including opening a new dealership in Ranchi in collaboration with Benelli.
Product Portfolio
keeway’s product portfolio in India includes a diverse range of two-wheelers catering to various segments:
- K-Light 250V Cruiser: Features a 249cc air-cooled four-valve V-twin engine, producing 18.7 hp and 19 Nm of torque. It is India’s first 250cc cruiser motorcycle with a belt drive system.
- Vieste 300 Maxi Scooter: Equipped with a 278.2cc single-cylinder liquid-cooled engine, producing 18.7 hp and 22 Nm of torque.
- The sixties 300i Scooter: Shares the engine with the Vieste 300 and features retro styling inspired by the 1960s.
- K300 N and K300 R Motorcycles: Designed to compete with models like the KTM 250 Duke.
- V302C Cruiser: One of Keeway’s premium offerings in India.
- SR250: Launched in 2023 as a follow-up to the SR125.
Market Positioning and Target Audience
Keeway has positioned itself as a brand offering unique and stylish two-wheelers in the mid-size segment. The company’s target audience likely includes young professionals, urban commuters, and motorcycle enthusiasts seeking stylish and reliable transportation options. Keeway’s diverse product range, from cruisers to scooters, allows it to cater to various consumer preferences and needs.
Marketing Strategy and Dealership Network
Keeway’s marketing strategy in India focuses on building brand awareness and highlighting the unique features of its products. The company has partnered with Adishwar Auto Ride India to leverage Benelli’s network of over 40 dealers nationwide. This partnership has been crucial for Keeway’s expansion, with plans to onboard over 100 dealers by the end of 2023.
Future Plans
Keeway has ambitious plans for the Indian market, including:
- Product Expansion: The company aims to introduce products across various categories, including high-end scooters, muscular cruisers, sports motorcycles, and retro-street motorcycles.
- Entry into E-Mobility: Keeway plans to launch electric bicycles, aligning with the growing trend towards sustainable transportation solutions.
- Manufacturing Capacity Expansion: The Benelli India assembly plant in Hyderabad, which currently has a manufacturing capacity of 30,000 units per annum, can be expanded to 45,000 units per annum to support keeway’s growth
