Motocycle maker Bajaj faces a tough nut to crack in Mexico

Bajaj, the Indian company that is the world's third largest manufacturer of motorcycles, is the leader of its segment in Central America. Now, however, it aims to grow in Mexico, which will be a much tougher nut to crack.

Italika has a 70% share of the Mexican market of motorcycles and scooters, and is controlled by multi-millionaire Ricardo Salinas Pliego, whose retail and banking chain Elektra provides the showrooms and financing services for buyers of the bikes.

Elektra is present throughout almost every town and many villages in Mexico. But Milind Bade, head of global sales for Bajaj, said in a visit to Mexico that he can face the challenge of Italika but he needs a local partner to help him.