Hero to Expand Premium Premia Dealerships to 100 Outlets by June 2024

The automaker is aiming to establish itself as a premium bike brand in the motorcycle segment.

Published On: 24/01/24
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The two-wheeler maker opened its first premium dealership in Kozhikode, Kerala, last year.
The new Hero outlet will have zones like street and urban bike zones.
Hero MotoCorp recently launched the Mavrick 440 roadster in the Indian market.

Hero MotoCorp, India’s largest manufacturer of scooters and motorcycles, is all set to expand its premium dealership channel, 'Premia', by setting up 100 outlets by June this year. The automaker is aiming to establish itself as a premium bike brand in the motorcycle segment. The company opened its first premium dealership in Kozhikode, Kerala, last year.

The brand is planning to retail high-end motorcycles from the Hero brand and Vida and Hero-Harley products via the 'Premia' dealership. To provide buyers with a unique marketing experience, the new Hero outlet will have zones like street and urban bike zones. With its new branding strategy, the auto giant is aiming to grab the attention of young customers, which will further increase its share in the rapidly growing premium motorcycle market.

Hero recently launched the Mavrick 440 roadster in the Indian market to grab the attention of more young customers. The new motorcycle will be sold exclusively via Hero’s 'Premia' dealership network. The brand retails the Vida V1, Hero Karizma XMR, and Harley X440 motorcycles from the same network. The motorcycle shares its underpinnings with the Harley-Davidson X440, which was launched in 2023. The motorcycle manufacturer has teamed up with Harley-Davidson to manufacture the new Mavrick 440.

Powering the new Hero bike is a 440-cc single-cylinder air- or oil-cooled engine that is also integrated into the Harley-Davidson X440. The engine can churn out 90 percent of torque at 2,000 rpm. The motor is mated to a 6-speed gearbox. In the two-wheeler segment, the Mavrick 440 will give tough competition to the likes of the Honda CB350, Jawa 350, Harley-Davidson X440, and Royal Enfield Classic 350.

For the instrument console, the Hero Mavrick comes with an LCD screen that shows the necessary information. The motorcycle gets Bluetooth connectivity, which provides features like calls and SMS alerts, turn-by-turn navigation, and music playback. All these features can be accessed via the mobile application.