India’s largest two-wheeler manufacturer Hero MotoCorp has unleashed a new go-to-market strategy, with regard to a strong presence in the premium segment.
The homegrown motorcycle behemoth, long favoured for its frugal, yet robust 100 cc machines like the Splendor and the Passion, launched the next-gen Achiever 150 on Monday.
Addressing reporters at the launch here, Hero MotoCorp Chairman, Managing Director and Chief Executive Officer Pawan Munjal said, “The launch of the new Achiever 150 is a reiteration of our strong focus on developing new, technologically superior and youthful products across segments for our customers in India and across the globe.
As the dominant market leader in both 100 cc and 125 cc segments in the domestic market, we are now looking at expanding our presence in the premium segment as well, and the new Achiever 150 is a move in that direction.”
The company, being the successful market leader in the 100 cc and 125 cc segments, boasts of over 65% and 55% market share, respectively.
The Hero Achiever 150 is powered by a BS-IV-compliant 150 cc TOD (Torque on Demand) engine, which produces a power output of 13.6 ps (10 kW) @ 8,000 rpm, and a maximum torque of 12.8 Nm @ 5,000 rpm. The engine also boasts of Hero’s class-leading i3S technology and supports the Automatic Headlamp On (AHO) feature. The bike is priced at Rs 62,800 for the disc variant, and at Rs 61,800 for the drum variant (all prices ex-showroom Delhi).
The premium (especially 150 cc) motorcycle segment is growing rapidly. “This segment caters to those customers who want to upgrade from 125 cc to 150 cc, and to those who want a durable machine, providing performance and style at the same time,” Hero MotoCorp Chief Technology Officer Markus Braunsperger said.
It is in this hard-fought segment that Hero is aiming at ‘achieving’ some share.
“Customers felt that the premium segment is one area where Hero needs to do a lot more,” Munjal said. Explaining the company’s future plans in the premium segment, Braunsperger said, “The idea is not to stop at 150 cc, as there is a lot of scope within this segment. Since two years, we are working on a model offensive, and are evaluating plans across various segments of two-wheelers.”
It must be noted that Hero (then Hero Honda) had launched the earlier generation Achiever in 2006. According to Hero MotoCorp Head (Global Product Planning) Malo Le Masson, the motorcycle is a market major, especially, in many Eastern and North Eastern states of India, lapping up significant share in the company’s sales kitty.
Meanwhile, Hero has also announced reaching the milestone of producing 70 million two-wheelers, gearing up to hit 100 million units in the future.
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