Archive · 3 Aug 2026
Hero MotoCorp Strengthens Premium Strategy Amid Weak Sales
Hero MotoCorp, India's biggest two‑wheeler maker, is trying to sell more fancy bikes.
They hired a new boss, Anuj Dua, to focus on premium bikes.
The company is opening more special stores and adding new bike models.
Their top bike, the Mavrick 440, didn’t sell well and was taken off the market.
But a similar bike sold by Harley‑Davidson did well, showing people like the Harley name more.
Hero wants to build a whole community around its premium bikes, with special events, tech updates, and a strong brand identity.
Hero MotoCorp created a dedicated Chief Business Officer for its premium segment, appointing Anuj Dua.
The company plans to expand its premium lineup, add more exclusive retail outlets (over 130), and launch new models across motorcycles and scooters.
Hero’s flagship Mavrick 440, developed with Harley‑Davidson, was quietly discontinued after poor sales.
The Harley‑Davidson X440, built on the same platform, performed well, indicating brand preference among buyers.
Hero aims to build a premium ecosystem through community engagement, connected tech, and motorsport‑derived insights.
- Who
- Hero MotoCorp, Pawan Munjal, Anuj Dua
- What
- Organizational overhaul to boost premium motorcycle business
- When
- Monday, 2024
- Where
- India
- Why
- Weak sales of premium models and need to capture growing premium market
- Company
- Hero MotoCorp
- New Role
- Chief Business Officer – Premium Segment
- Retail Network
- More than 130 exclusive outlets
- Flagship Model Discontinued
- Mavrick 440
- New Products Launched FY26
- Glamour X, Xtreme 125R, Xtreme 250R, Xoom 160, XPulse 210, Harley‑Davidson X440 T