# Hero, Bajaj, TVS ride premium push as entry-level bike sales slow

2026-08-08T07:41:33+00:00 | Business & Economy | Indian Opinion Desk

Corroboration: 1 independent outlet

India's top two-wheeler makers are pivoting to premium motorcycles and motorsport branding as the entry-level 100cc-125cc segment, long the volume driver, loses ground. Hero MotoCorp is leaning on the Dakar Rally to build a premium image, while Bajaj, TVS and Royal Enfield use ties with KTM, Triumph, Norton and racing platforms for the same goal. Bajaj Auto has flagged that it is willing to let go of entry-level market share rather than chase it. The shift comes as the overall two-wheeler boom slows, with electric vehicles and higher-margin premium bikes capturing growth.

## Coverage

- ndtvprofit.com <https://www.ndtvprofit.com/business/hero-motocorp-looks-at-dakar-rally-motorsports-push-to-build-premium-motorcycle-bet-11882360#publisher=newsstand>
- ndtvprofit.com <https://www.ndtvprofit.com/business/bajaj-auto-hero-motocorp-flag-entry-level-motorcycle-weakness-as-indias-two-wheeler-growth-turns-uneven-11886199>

Tags: Dakar Rally, Hero MotoCorp, Indian two-wheeler market, motorsport marketing, premium motorcycles
Canonical: https://indianopinion.org/hero-motocorp-bets-on-dakar-rally-to-push-premium-bikes/
License: Summary and commentary (c) Indian Opinion, reusable with attribution. Facts belong to the linked sources.
Cite: https://indianopinion.org/hero-motocorp-bets-on-dakar-rally-to-push-premium-bikes/#story-in-brief

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