Hero MotoCorp has very well managed to stay in the buzz of the Indian two wheeler market, post its split with its Japanese counterpart. The company has been keenly front-footing every step of it and its recent entry into the African market is a good example of the same.
The company market its entry into Kenya last week, thereby giving the nation the status of the first African market for the company. The brand ‘HERO’ was launched with much fanfare in Kenya and the models that would ply on the Kenyan roads were also showcased.
HMC has also set up an international assembly unit in Kenya to cater to the needs of African markets. Besides Kenya, the company is also focusing on slating its launches in Burkina Faso and Ivory Coast as well next week.
There are in total 5 models that would initial pave way for Hero’s entry out there. Out of the five models, four are the Splendor Pro, Glamor, Hunk and the Karizma. This bunch would take care of Deluxe and Premium segment markets. In addition to this, to offer a whole new feel for the African commuters, Hero has also managed to launch a new bike under the name of ‘Dawn’. This bike is developed in tie up with a local business house of Kenya, RYCE EAST AFRICA, to bring its two-wheelers to the country. Under the alliance, Sameer Group, which is a part of RYCE EAST AFRICA, has been appointed as the authorized distributor of Hero MotoCorp range of two-wheelers in Kenya.
Excited Pawan Munjal, Managing Director & Chief Executive Officer, Hero MotoCorp said
“We are delighted to see Brand Hero make its debut in the African continent with the first launch in Kenya. This is a strategic market for us in our overall plan for the continent, which is why we are also starting our first Africa CKD assembly operations here. Our vision is to provide convenient, fuel-efficient mobility to every customer, and with our wide range of products, we are committed to serving two-wheeler customers across Africa. We are confident our products will appeal to customers across a wide price spectrum and create a new benchmark for mass mobility in Kenya. Indeed, our Africa business is going to play a crucial role in our plans of taking Hero global.”
As part of its marketing campaign for the Kenyan customers, HMC is working on an English version of ‘Hum Main Hai Hero’ that would soon be aired in the radios out there.
HMC’s foray into the African market comes close on the news of its recent launch in Central America, where the company commenced its operations in Guatemala, El Salvador and Honduras in the month of May. Hero MotoCorp’s other export markets are Sri Lanka, Bangladesh, Nepal and Colombia.