Underwhelming demand from consumers has led Italian motorcycle maker Moto Morini to announce a significant price decrease of ₹1.90 lakh for its Seiemmezzo 650 Scrambler in India. Originally introduced as a premium middleweight scrambler, the motorcycle failed to draw interest and the business had to change its price approach. Given affordability is so important in the Indian market, the revised price seeks to make the Seiemmezzo 650 more competitive. This action shows Moto Morini’s will to take a hold in India’s expanding premium motorbike market. We investigate below the causes of the price reduction, market dynamics, and future directions.