India’s largest two-wheeler maker Hero MotoCorp has stepped into the international market under its newly incorporated brand identity by launching as many as 14 models in Sri Lanka, company officials said. The company has selected Sri Lanka as its first international market to launch the new Hero brand identity after separating from Honda, its previous [...]

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India’s Hero MotoCorp steps into international market from Sri Lanka

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India’s largest two-wheeler maker Hero MotoCorp has stepped into the international market under its newly incorporated brand identity by launching as many as 14 models in Sri Lanka, company officials said.

The company has selected Sri Lanka as its first international market to launch the new Hero brand identity after separating from Honda, its previous joint venture, said Hero MotoCorp Managing Director and CEO Pawan Munjal in an interview with the Business Times on the sidelines of the glittering ceremony organized to launch the Hero brand at Waters edge in Colombo recently.

The company has appointed Abans Group as its sole distributor in Sri Lanka to sell newly designed motorbikes and scooters through a network of 50 outlets. The two companies plan to invest US$4-5 million in the next few years on this joint venture, he said.

He revealed that Abans will launch a Hero motor bike assembly plant in collaboration with Hero MotoCorp of India using engineering capabilities of both countries. The target is to become the market leader in selling Hero motor cycles in the island increasing its market share from the current level of 25 per cent, he added.

Two new state-of–the-art Hero-Abans dealership and after-sales centres at Negombo Road, Peliyagoda and R.A de Mel Mawatha, Colombo were opened to coincide with the event.

He expressed optimism that the Hero motorbike will become a fast seller in Sri Lanka, although the Honda bike is popular in the island. “Hero has become an iconic brand in India and we hope it will gain the same status here in Sri Lanka,” he said. Mr. Munjal said that Hero is no longer dependent on foreign expertise for its brands. It will move forward with local engineering and marketing skills, he added.
Sri Lankan cricket star Kumar Sangakkara introduced the 125cc motorcycle ‘Glamour’, while Miss Sri Lanka Stephanie Siriwardhana unveiled the scooter ‘Pleasure’.

Outlining its plans for other global markets, Mr. Munjal said, “the company will soon commence its exports to new international markets in Africa and Latin America in order to reach the stated objective of 10 per cent of its total volumes from international business in the five years”.




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