Why Japanese Bikes Are Failing in India (Despite Being Great)

The Indian motorcycle story has always been a special one. From humble 80cc mopeds and the iconic 100cc commuter bikes, to where we are now — it's been one hell of a ride.

Written By - Triber Harmesh Prajapati

29th April 2025

Introduction

In the early days, the kings of the streets were homegrown names: Royal Enfield, Bajaj, and Rajdoot (in partnership with Yamaha). The roads echoed with the thump of Enfields and the whistle of Bajaj's two-strokes. Then came the liberalization wave — and with it, an invasion of Japanese engineering. Hero Honda brought in the Splendor, Passion, Hunk, CBZ, Sleek, Street, Dawn, Joy, CD Deluxe, and Ambition. India was swept into a new era of reliability, mileage, and mass-market success.

Suzuki and Yamaha followed, introducing performance-oriented bikes that began to reshape what an Indian rider expected from a motorcycle. By the early 2000s, Japanese brands had a lion’s share of the market. RE, Bajaj, and TVS? They were hanging on — but nowhere close to dominating.

And if you had told a biker in 2005 that in 2025, Japanese motorcycles would be seen as outdated, sluggish to evolve, and even uncool, chances are you'd get laughed out of the group chat — or worse.

But here we are in 2025, witnessing a seismic shift in the Indian motorcycle industry. India isn’t just the world’s biggest two-wheeler market anymore — it’s the place to build, test, and sell motorcycles. In 2023, India produced 21.47 million motorcycles, accounting for roughly 37.7 % of the estimated 57 million units made worldwide. In 2024, India sold 24.9 million two-wheelers, representing about 40 % of the 61.8 million motorcycles sold globally. We’ve got the roads, the people, the needs, the terrain, and most importantly, the talent — engineers, designers, and marketers who understand exactly what Indian riders want.

And that demand is changing fast.

The Big Shift: From Commuters to Mid-Segment Power

India is no longer only about 100-150cc commuters. Today’s riders want machines that offer comfort, performance, and value — all in one. That’s why the 300cc to 800cc category, especially adventure tourers and modern classics, are flying off showroom floors. These bikes offer the thrill of bigger machines without burning holes in wallets — easy to maintain, light on fuel, and perfect for Indian roads.

And guess who’s making them? India is.

Royal Enfield is now a global disruptor. The Classic 350 was a turning point — it redefined what a retro-modern motorcycle could be. It didn’t just sell — it inspired. Since then, RE has launched a staggering number of sub-segment-defining bikes. Hunter for the budget-minded, Classic and Bullet for the purists, Goan Classic for a neo-retro twist, Scram 440 and Guerilla for the rebels, Himalayan 450 for the wanderers. Add to that the entire 650cc lineup — from Interceptor to Shotgun — and you’ve got more variety than any Japanese brand currently offers in India.

Meanwhile, What Are the Japanese Brands Doing?

Here’s a harsh reality: most Japanese offerings today feel stale. Honda’s Hornet 2.0 was overpriced and underwhelming. Suzuki’s Gixxer still runs the same old engine — reliable, sure, but uninspiring. Yamaha? Still milking the R15 and MT15. Great bikes, no doubt, but where's the next big step?

The XSR155 could have carved a beautiful niche in India — but we got the FZ-X instead, a confused retro that had little of the original’s charm. Honda’s global lineup of ADVs like the CRF300 remains a dream here. Yamaha too has some incredible machines in their global stable. But where are they?

Despite their legendary engineering, Japanese brands today are mostly surviving in silos. Yes, Honda is giving Hero a tough fight in the 100–110cc commuter segment. The Shine, SP125, and Activa continue to sell in large numbers. But let’s be real — only the Activa cannot save Honda in India. Just like only the R15 cannot save Yamaha. And only the Access 125 cannot keep Suzuki relevant in the long run.

These brands are clinging to single-category champions while the Indian market has evolved into a multi-segment, experience-first playground. With rising aspirations and growing spending power, Indian buyers now expect cutting-edge design, top-class features, accessible pricing, and, most importantly, bikes that feel new — not just refreshed stickers on decade-old platforms.

Motorcycle development takes 3 to 5 years. Since RE launched the Himalayan 450, Hero dropped the XPulse, and even the 650 twins came out — the Japanese had all the time in the world to respond. But they didn’t. Playing safe may have worked once, but in today’s market, it’s a gamble.

Indian Brands Are Not Just Catching Up, They’re Leading!

TVS launched the Raider 125 — a 125cc commuter that’s fun, stylish, and powerful. Hero’s Xtreme 125 became an instant hit. The NS400Z and Karizma XMR 210 are redefining expectations from budget sport bikes. Triumph, in partnership with Bajaj, has given us the Speed 400 and Scrambler 400X — both class-leading, globally relevant motorcycles built in India.

Royal Enfield has something for everyone — from urban rides to global-ready cruisers. Bajaj has sharpened the Pulsar brand again. TVS and BMW’s partnership brought the G 310 series, still one of the most accessible premium bikes out there. Engineering quality is closing in on Japanese standards. Service networks are robust. And the pricing? Far more value-driven.

What About the Superbikes?

This segment is still a different game. Kawasaki remains a strong player due to legacy, performance, and reliability. But they’re conservative too. Triumph is going big, and with RE’s upcoming 750cc platform, Hero’s plans for bigger bikes, and Bajaj-KTM’s ever-evolving pipeline — the 500cc to 800cc space is going to be hot property. Kawasaki will need to rethink its India portfolio before this wave leaves them behind.

What Lies Ahead?

As a passionate motorcyclist and proud Indian, I say this: I want Japanese brands to succeed. Because competition breeds innovation. If Yamaha, Honda, Suzuki, and Kawasaki step up, everyone wins — Indian brands will build better bikes, pricing stays sharp, service improves, and we riders get more to choose from.

But today, the tables have turned. Indian motorcycle manufacturers are aggressive, focused, and ambitious. Japanese brands? Playing catch-up.

Exit quote:
The road ahead is exciting, not because of what we leave behind, but because of what we now have the power to build. And India — is building bikes for the world.”