JAKARTA - Hero Motorcycles is starting to hit the British market. The Indian motorcycle manufacturer is preparing a rapid expansion with a tempting ammunition, namely affordable small motorcycles, commuter models, large scooters, to Dakar-style off-road motorcycles.
The plan was revealed by Hero MotoCorp CEO, Harshavardhan Chitale, to Motorcycle News (MCN). For Hero, the UK is not a trivial market. Its consumers are critical. The industry is mature. The tastes of its riders are not easily persuaded by sweet brochures.
Hero is not as famous as Royal Enfield in the UK. However, in terms of volume, this brand is a giant. Hero sells around 6.5 million motorcycles per year and has produced more than 125 million units since its inception in 1984.
The company was formerly known as Hero Honda Motors Ltd, a joint venture with Honda. The partnership ended in 2011. After parting ways, Hero built its own research, products, and investments. Now they are also partnering with Harley-Davidson, including for distribution in India and the development of the X440 cruiser platform.
According to an MCN report quoted Wednesday, April 3, in the last 12 months, two Hero models have entered the UK, namely the Hunk 440 and Xpulse 200. Distribution is handled by MotoGB.
The Hunk 440 is the opening road. This motorcycle uses a 440 cc, 2-valve, air-cooled and oil engine. Its power is claimed to be 27 bhp. BHP is a measure of engine power. It costs £3,499, excluding additional costs for the motor to be legally used on the road. In this class, the Hunk 440 faces the Honda GB350S and BSA Bantam 350.
After that, Hero brought the Xpulse 200. This motorcycle is smaller and lighter. The engine is 199 cc single cylinder 4 valves. The character is not aggressive. More suitable as a tough, simple, and easy-to-approach daily motorcycle. The price starts at £2,499, not including road costs.
Chitale told MCN, Hero does not want to just send motorcycles from India and then hope that all markets accept them. They want to read the needs of consumers in each country.
"Now we sell in 52 countries. Of course we have to enter the UK," said Chitale.
According to Chitale, Britain is attractive because motorcycles there are not the main means of transportation as in many Asian countries. Motorcycles are more used for recreation. Therefore, adventure models such as Xpulse are considered to have opportunities.
From the model brought in, Hero's strategy looks quite clear: playing in the small motorcycle segment at affordable prices. They are also testing whether a mature market like the UK wants to accept Indian products outside the big names of Royal Enfield and BSA.
Hero also prepares the Xpulse family gradually. One of them is an edition inspired by the Dakar Rally. The name Dakar is not just a sticker. Hero has experience in the desert rally and recorded a podium result at the 2024 Dakar Rally.
Chitale also said Hero would bring a smaller capacity commuter motorcycle to the UK. In addition, adventure scooters and maxi-scooters are also on the list. Maxi-scooters are large scooters that are usually more comfortable for long trips.
"Every few quarters, there will be new launches and products from Hero," he said.
This move makes the competition for Indian brands in the UK even more crowded. Royal Enfield is already stronger with its classic image. BSA, which is supported by Mahindra, is also playing. Hero comes with a different style, namely large volume, wide portfolio, and prices that are difficult to ignore.
The interesting thing is not about whether the models will enter Indonesia. There has been no statement in that direction. What should be noted is the trend. Small and affordable motorcycles are starting to rise in class, even in developed markets like the UK.
Previously, small motorcycles were often considered a forced choice. Now the story has changed. When vehicle prices rise and large motorcycles are getting more expensive, small engines are heard again to make sense. Lightweight, cheap, easy to maintain, and enough for many needs.
Hero reads the gap. England is a showcase. Europe is a test. And the old players certainly can't pretend not to see or be silent.
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