The company has roped in the renowned Italian two-wheeler design firm “Engines Engineering” to partner with it in bringing HMCL’s next-generation product line-up. The Bologna-based firm will impart technological know-how in terms of superior designing for the future products to be launched by HMCL.
Announcing this here today, Mr. Pawan Munjal, Managing Director & Chief Executive Officer, HMCL, said “I am happy to have Engines Engineering come on board as a strategic partner in our relentless pursuit of bringing revolutionary two-wheelers to our customers. I am sure the partnership with Engines Engineering, along with our other technology alliances, will result in offering cutting-edge technology and visionary styling in all our future products. I see this as a long-term partnership and there is immense scope to expand this alliance as we go along. This is also in keeping with my vision of having multiple centres of excellence located strategically across the globe. Our intent is to create a constellation of design excellence centres across the world with their specific skill-sets so that our customers across international markets benefit from the latest, the most customer-friendly and cutting-edge designs.”
Mr. Alberto Strazzari, CEO of Engines Engineering, said “I am delighted to join hands with Hero MotoCorp, the world’s largest two-wheeler manufacturer. It is not just a business partnership, it is also a meeting of minds. Pawan and I share a common vision in terms of what a two-wheeler should be - both in terms of aesthetics and performance. I am very excited about the future possibilities of this partnership and I am also confident that our joint effort will result in some path-breaking products in the near future.”
The tie-up with Engines Engineering comes close on the heels of HMCL’s two strategic alliances forged earlier this year – one with the US-based Erik Buell Racing (EBR) for cutting-edge technological know-how and the other with Austria-based AVL to build its internal capabilities for engine development. Set-up in 1979, Engines Engineering has grown to become Europe’s No.1 end-to-end motorcycle designer. From conception and design right down to styling, on line assembly, industrialization, and marketing, every step is closely followed by the firm.
In the meanwhile, Hero MotoCorp is set to complete the process of brand migration of its models from the erstwhile joint brand to the “Hero” brand by the end of this month. The company is also making all-round investments in all the new launches – Maestro, Ignitor and Impulse – in terms of augmenting production capacity, innovative communication and on-ground activation.
The new 110cc scooter Maestro has received tremendous response from customers. Encouraged by this, HMCL is scaling up its scooter production to over 60,000 units a month, substantially up from about 40,000 units about a year back. The new TVC on Maestro with the tag line “Such a Boy Thing” has been well-received by the TG and the company plans to intensify the campaign in the coming cricket season.
HMCL is also investing in augmenting capacity in its 125cc products, where the launch of the new 125cc bike Ignitor has boosted sales. The company already has one-third of segment share with contributions from strong brands such as Super Splendor, Glamour and Glamour FI. Now, with the success of Ignitor, HMCL is scaling up its overall production capacity of 125cc models to over 75,000 units a month, up from about 60,000 units about a year back. A new campaign to support Ignitor will premier during the coming T20 World Cup.
Hero Impulse – the only on-road-off-road bike in the market today – has created a new segment. HMCL already has a strong presence in the premium segment with brands such as Hunk, X-treme, Achiever, Karizma and ZMR. HMCL aims to further drive brand saliency in this segment with the launch of a new campaign during the T20 World Cup.
Sourced From: Corporate Voice Weber Shandwick
