Hero MotoCorp and Harley-Davidson join hands to challenge Royal Enfield

Michelle Liew

May 18, 2021

The new partnership between Hero MotoCorp and Harley-Davidson will tackle the middleweight segment to challenge competitors Royal Enfield.

During last year 2020, Hero MotoCorp and Harley-Davidson announced a partnership for the Indian market. The agreement means that the Indian bike maker will sell and service Harley-Davidson motorcycles in India. It will also be retailing Harley accessories and apparel via Harley-Davidson and existing Hero dealerships. This also means that Hero will develop and sell a range of premium motorcycles under the Harley-Davidson brand.

According to Indian Car News, Hero will be retailing high-end bikes under its own brand which is being made for Harley-Davidson. The range will consist of middleweight bikes that will feature engine capacity from 500cc and above. In India, middleweight bikes are typically between 350cc to 400cc.

Niranjan Gupta, Chief Financial Officer at Hero MotoCorp, stated that the company aims to tap the profitable middleweight motorcycle segment to challenge the dominant player (Royal Enfield) that holds around 90% market share.

The new motorcycles developed under the new tie-up, will be sold under the Harley and Hero brand names. The companies’ teams have already begun working on the premium motorcycles. What is certain is that the new Hero premium bikes will be a more affordable option. It will feature the same chassis, mechanical components are other features as well.

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