Tanuj Shivahare
I’ve been riding superbikes for nearly three decades. I still remember watching the elite members of the GODS group back in the day — a handful of lucky riders who owned these machines when they could only be imported. Just sitting on one, touching one, would set your pulse racing.
Then came 2007, when Honda, Suzuki, and Yamaha started selling litre-class bikes in India. For the first time, we could buy them here — no middlemen, no imports. It was a dream come true for every enthusiast!
But here’s the reality: owning a superbike is one thing; maintaining it is a whole different battle. Parts and service here are far more expensive than in many other countries. Getting proper quality and finesse still feels like a privilege you have to fight for. Importing spare parts or aftermarket accessories means huge customs duties and endless paperwork. And sadly, Indian customers often don’t get the respect they deserve from some global brands.
Take my own story. I bought a Ducati Diavel — a premium motorcycle by all standards. Its engine failed just before COVID, and the repair bill the company gave me was staggering. Believing in the brand, I bought another Diavel with an extended warranty. That engine failed too! Anywhere else, such a repeat failure would have meant an immediate replacement. In my case, it took Ducati nearly six months — and the threat of legal action — just to repair it.
And here’s the question that haunts me: had this happened in Europe, would the company have been so casual in dealing with a loyal, premium-paying customer? I think we all know the answer. These companies sell at premium prices but often behave with an arrogance they wouldn’t dare show in the West. So why should we accept this?
We are now one of the biggest and fastest-growing markets for premium bikes. European motorcycle companies — and every global brand, for that matter — must treat Indian consumers with the same respect and priority as their Western counterparts. We are not a secondary market. We are a passionate, fast-growing, and fiercely loyal community. As a niche yet vibrant biking fraternity, we need to be more integrated and united so we are never taken for granted.
Superbikes in India are not just about passion. They’re about patience, persistence, and sometimes, swallowing the bitter truth that the open road is the easiest part of the journey. The real ride is dealing with the bumps — not on the highway, but in the service bays and customer care offices.
This may seem like a niche issue, but it reflects a larger truth: many capitalist giants advertise ferociously, sell at high premiums, and fall short when it comes to delivering quality service. Too often, they treat us like a dumping ground. Only through mass awareness and strict consumer protection laws can these big companies be held accountable.
