Hero MotoCorp is revamping its premium motorcycle strategy with new Xtreme models and an expanded Premia retail network as it looks to improve its weak share in the 150cc-plus segments.
New Delhi, October 25 — Hero MotoCorp is stepping up efforts to revive its premium motorcycle business, combining new product launches with an expansion of its dedicated Premia retail network as it seeks to gain ground in segments dominated by rivals such as Bajaj Auto and TVS Motor Company.
The move follows challenges faced by Hero’s earlier premium retail initiative, prompting the company to rethink its expansion strategy.
According to Anuj Dua, Chief Business Officer, Premium Segment, Hero MotoCorp, the company is seeing renewed momentum in dealer interest during the festive season.
The Premia network has now crossed 150 outlets, with Hero focusing on better product availability and creating more exclusive, experience-led retail spaces.
Hero remains dominant in the entry-level motorcycle market but continues to face challenges in higher-displacement segments where customers place greater emphasis on styling, performance and technology.
According to Society of Indian Automobile Manufacturers data cited in the report, Hero held a 59.7% share of the 100-125cc segment in the first half of FY27, selling 2.91 million motorcycles out of total segment sales of 4.87 million units.
However, its presence in larger motorcycles is much weaker.
Hero accounted for just 3.51% of the 150-200cc segment, selling around 28,000 units out of 796,721 units.
Its share in the 200-250cc category stood at only 1.13%, with sales of 1,805 units out of 158,655.
To improve its position, Hero is banking on the new Xtreme 160R 4V, priced between ₹1.27 lakh and ₹1.41 lakh, and the refreshed Xtreme 250R, priced at ₹1.98 lakh.
Deliveries of the latter are scheduled to begin on November 1.
The Xtreme 160R 4V comes with features such as ride-by-wire, multiple riding modes and cruise control.
The Xtreme 250R is powered by a 30 PS liquid-cooled engine and gets a bi-directional quickshifter.
Hero does not expect an immediate transformation in market share but believes the new launches, combined with a renewed premium focus, can help it build scale gradually.
The company expects the new Xtreme 160R 4V to contribute around 30% of overall Xtreme portfolio volumes.
Hero is also repositioning Premia outlets as destinations for younger riders rather than conventional sales points.
The network will retail motorcycles above 150cc, including models from the Xtreme, Xpulse and Karizma XMR ranges, along with the Xoom 160, Harley-Davidson X440 models and Vida V2 Plus electric scooter.
