The Hindu Business Line : Hero Motors to roll out range of Aprilia bikes

HERO Motors, part of the diversified Rs 7,800-crore two-wheeler major — Hero Group, unveiled its latest step-through bike 92 cc 4-stroke Sting priced at Rs 25,900 and announced plans to launch a range of motorcycles and bikes in partnership with the Italian company Aprilia.

The company has signed up to serve as a manufacturing hub for the Italian partner.

The Managing Director of Hero Motors, Mr Pankaj Munjal, told newspersons on Friday that Hero Sting, designed and styled by Hero Global Design of the Hero group and other higher capacity engines, would be marketed by Aprilia in Europe and other markets.

The company, which has invested about Rs 150 crore in its manufacturing plant, expects to roll out about 70,000 Sting bikes. Of this, about 30,000 would cater to the export market. These would be sold either through the Aprilia venture or independently under the Hero brand in newer markets such as South-East Asia and Iran.

The Sting campaign has been conceptualised by SSC&B Lintas and the company has roped in an Austrian model to appeal to the youth segment. Mr Munjal said that Sting has been designed based on the demand in the South East Asian countries, which account for about 95 per cent of the one million market.

Mr Munjal said that several engines with higher capacity designed by Global Design Centre would be rolled out in a phased manner. The buyback arrangement with Aprilia would ensure a high export level. About 50 per cent of the company production will have buyback arrangement and the company plant has capacity to support 40,000 vehicles.

Explaining the positioning of the range of bikes and mobikes from Hero Motors, Mr Munjal said that these would be priced slightly higher than the competitors since they have additional features of safety. The bike engines would be made to different specification for domestic market and for international requirements. Laying special thrust on the export market and backed by a firm buyback arrangement, the company expects to notch up about 35 to 40 per cent sales through export.

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