Hero Motorcycle Brand Is Moving Towards Argentina Country, South America. First Model To Be Launched Is Hero Ignitor.

Hero Motorcycles Moving To Argentina, South America
Hero Motorcycles Moving To Argentina, South America

Hero, the brand with the largest participation in the motorcycle market in India, will land in Argentina with an investment of US $ 10 million in five years. According to the company informed today in a press conference, the first model that will launch will be the Ignitor, a 125 cc motorcycle.

Hero's plan for Argentina is to assemble their bikes in the country, a scheme similar to that already launched by other foreign firms to market their products. To implement it, the company led by Pawan Munjal partnered with local firm Marwen, led by Esteban Casares.

Hero Motorcycles Moving To Argentina, South America
Hero Motorcycles Moving To Argentina, South America

This company, which some years ago is dedicated to the assembly of motor vehicles of the Chinese brand Jianshe, has its plant in the Buenos Aires town of Villa Rosa, with a production capacity of 5000 units per year.

The first model of the four that Hero will launch in Argentina will be the Ignitor, a 125cc motorcycle. "It's important because we believe that displacement is the most representative of this market," Munjal said. However, from Hero indicated that this model does not have a fixed launch date, because they are still awaiting the final approval by the authorities. "It's a matter of months," they said.

In turn, they indicated that the intention is to present another 110cc motorcycle. (the Dash scooter) and two models of 150 cc., all to be assembled in the Marwen plant, with components of Indian origin in its entirety. They still do not have definitions about the price of their models. "They will be higher than Chinese brands and low-end brands, and competitive with the most expensive," they said.

To position themselves in the market, they will allocate 90% of the US $ 10 million investment in five years to marketing and branding initiatives in the local market. As announced, the Argentine coach Diego "Cholo" Simeone was chosen as representative of the brand in the region.

In the medium term the company's plan is to grow in participation in the motorcycle market in Argentina and to supply from the country to other countries such as Uruguay, Paraguay and Brazil. However, the brand is already present in the continent. In 2015, Hero opened a plant in Colombia, its first factory outside of India.

Munjal said that President Mauricio Macri , during a meeting held yesterday, promised that they will move quickly in the permits that allow the final homologation to sell the motorcycles in Argentina.

According to recent data from the Chamber of Motor Vehicle Manufacturers (Cafam), last year the sale of motorcycles grew by 0.5% compared to 2015. According to the entity, 482,760 motorcycles were patented in 2016, with an 89% share of the machines of national manufacture.

Who is the company Hero
Hero was founded in 1984 in New Delhi, as a joint venture between Hero Cycles (the company of the Munjal family specialized in the production of bicycles, created in 1956) and the Japanese automaker Honda. This company, which has more than 70 million motorcycles sold worldwide, worked under the name Hero Honda until in 2010 the Japanese firm decided to sell its stake in the company. Its Indian owners acquired that share capital and renamed Honda Motor to the company.

It sells around 6.7 million annual motorcycles worldwide and specializes in scooters and low displacement motorcycles (100cc and 150cc). In this segment, it will seek to compete in Argentina, the 35th country in which it disembarks.

In addition, the company Hero is contesting the Dakar 2017 with the Portuguese Joaquim Rodrigues as the best positioned driver. In his first participation in the rally, the one born in the town of Barcelos is on board a motorcycle 450 Rally Hero Speedbrain, and is ranked 10th in the general classification, after nine stages.

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