Now Reading: Hero MotoCorp bets on Dakar Rally to push premium bikes
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Hero MotoCorp bets on Dakar Rally to push premium bikes
Hero MotoCorp is leaning on motorsport, especially the Dakar Rally, to build its premium motorcycle business, NDTV Profit reports. The company is competing with Bajaj, TVS and Royal Enfield, which are making…
The Story in Brief
Hero MotoCorp is leaning on motorsport, especially the Dakar Rally, to build its premium motorcycle business, NDTV Profit reports. The company is competing with Bajaj, TVS and Royal Enfield, which are making similar plays through brands like KTM-Triumph, Norton and racing-linked branding.
India's top two-wheeler makers are spending heavily on racing events and partnerships to own the high-margin premium segment. The strategy aims to shift consumer perception from commuter bikes to performance machines, as demand for higher-priced motorcycles grows in the domestic market.
The Indian Opinion
Indian buyers are not easily impressed by racing pedigree alone. Hero's Dakar push may create brand buzz, but the real test is whether it can deliver reliable, affordable performance bikes that rival Bajaj-Triumph or Royal Enfield's proven range. Motorsport marketing costs are high, and the payoff is uncertain. The question is: will the showroom queue match the podium finish?
Source: ndtvprofit.com
This story was synthesised by AI from the source linked above.
