Hero MotoCorp, the world’s largest selling bike maker, enters Africa

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Hero Impulse Off Road Bike

In keeping with its plans for global expansion, Hero MotoCorp Ltd. (HMCL), the world’s largest two-wheeler manufacturer, today launched brand ‘Hero’ and its range of two-wheelers in Africa – marking the iconic brand’s foray in the continent.

The company today launched its operations in Kenya where it has also set-up its international assembly unit. The company’s operations are slated to commence in Burkina Faso and Ivory Coast next week.

Hero MotoCorp has roped in the reputed 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 authorised distributor of Hero MotoCorp range of two-wheelers in Kenya. These products will be distributed through a network of outlets spread across the country.

Mr. Pawan Munjal, Managing Director & Chief Executive Officer, Hero MotoCorp Ltd, 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.”

“Also, I am sure the rich experience of RYCE EAST AFRICA and knowledge of the local customer will go a long way towards building and strengthening our business here,” he added.

Brand ‘Hero’ was launched here in the presence of Mr. Naushad Merali, Chairman, Sameer Group and Mr Sameer Merali, Chairman, Ryce East Africa. The event also witnessed the introduction of Hero’s highly-successful motorcycles – the 100cc sturdy ‘Dawn’ and the 125cc high performance motorcycle – ‘Glamour’- by the popular marathon-runner Mr. Abel Kirui and the stunning Miss Kenya 2013 Ms. Shameem Nabil.

The range of Hero two-wheelers being launched in these markets include successful brands across categories – the entry-level segment (Dawn), the Deluxe segment (Splendor Pro, Glamour & Hunk) and the premium segment (Karizma).

Hero MotoCorp will soon launch brand-building initiatives in this market with the English version of the iconic Hero anthem “Hum Main Hai Hero” (There’s a Hero in Each of Us) which will be aired across radio stations in Kenya. There will also be brand-specific communications to establish Hero products in the country.

Hero MotoCorp’s foray in Africa comes close on the heels of its 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 international markets include Sri Lanka, Bangladesh, Nepal and Colombia.

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