Hero Splendor regains its numero uno position in October

Hero Splendor the world’s largest selling motorcycle has regained its number 1 position in the month of October, 2012. Hero Motocorp sold more than 1.80 lakhs Splendor compared to 1.55 lakhs units of Discover in the month of October. Last month Discover overtook Splendor by slight margin. Bajaj Discover reported 1,22,968 units compared to Hero Splendor’s 1,21,018 units in the month of September.

Anil Dua, senior vice president, marketing & sales at Hero MotoCorp, said: “Our 15-day sales figures post the shraddh period (which ended on October 15) are more than the full month figures of most two-wheeler makers in the country. As a market leader it is our Endeavor to match that growth or even outperform

It is to be noted that though Splendor sales has grown in the October, it is largely due to festive season. The 1.8 lakhs Splendor figure is still very low compared to historic high of 2.53 lakhs units. Splendor has registered steep fall in the volumes compared to last year. It is also facing stiff competition from Dream Yuga. The launch of Passion Xpro will also create some brand cannibalization effect due to better fuel efficient engine. Hence, the future looks dark for brand Splendor.

On the other side Discover has consistently grown its number compared to last year. The Discover 125ST has helped Bajaj Auto to regain its leadership in 125cc segment. Discover 125ST is ahead of Honda CB Shine which snatched its position few months back. Bajaj Auto will soon commence the export of Discover 125ST which will further drive the volumes. Apart from this Bajaj Auto is gearing up to launch most expensive 100cc motorcycle in the month of January. If the most expensive 100cc motorcycle will be branded under Discover brand, it will be difficult for Splendor to maintain its leadership.

Hero Splendor may maintain its lead till December; however it is interesting to see if it can maintain its leadership position in the year 2013.

-Mahavir Kothari

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