Hero Motocorp , India's leading two-wheeler manufacturer, has decided to discontinue its premium motorcycle, the Mavrick 440, just 18 months after its launch in early 2024. The company has halted production and dispatches of the model, with dealerships no longer accepting bookings for the bike.

Underwhelming Sales Performance

The Mavrick 440's market performance fell significantly short of expectations. In fiscal year 2025, the motorcycle managed to sell only 3,214 units, a stark contrast to its platform-sharing counterpart, the Harley-Davidson X440, which recorded sales of 8,974 units during the same period.

The sales trajectory for the Mavrick 440 showed a steep decline, with numbers dropping to single digits by April 2025. More alarmingly, Hero MotoCorp reported zero units produced or shipped in the last three months, signaling the end of the road for this premium offering.

Product Specifications and Pricing

The Mavrick 440 was positioned in the premium segment, with a price range of Rs 2.00-2.25 lakh. It featured a 440cc engine capable of producing 27 BHP, aiming to attract enthusiasts in the mid-capacity motorcycle market.

Factors Contributing to Discontinuation

Industry experts have pointed to several factors that may have contributed to the Mavrick 440's failure in the market:

• Weak marketing strategy
• Uninspiring styling
• Lack of aspirational value among target consumers

Strategic Shift

The discontinuation of the Mavrick 440 allows Hero MotoCorp to realign its focus on more successful models. The company is expected to concentrate its efforts on the well-received Harley-Davidson X440, which shares the same platform as the discontinued Mavrick.

Future Prospects

Despite this setback, Hero MotoCorp may not be abandoning the premium segment entirely. The company is reportedly considering the introduction of new models based on the same platform that underpinned the Mavrick 440 and the successful Harley-Davidson X440.

This strategic decision underscores the challenges faced by manufacturers in the highly competitive premium motorcycle segment in India. It also highlights the importance of product positioning, design, and marketing in ensuring the success of high-end two-wheelers in a price-sensitive market.

As Hero MotoCorp moves forward, industry observers will be keenly watching how the company leverages its learnings from the Mavrick 440 experience to shape its future premium offerings and maintain its leadership position in the Indian two-wheeler market.

Hero MotoCorp , the world's largest manufacturer of motorcycles and scooters, has reported impressive sales figures for July, beating market estimates and showcasing strong growth across various segments.

Sales Performance

Hero MotoCorp dispatched a total of 4,49,755 units in July, marking a significant 21% increase from 3,70,274 units sold in the same period last year. This performance exceeded market expectations, which had estimated sales of 4,50,400 units for the month.

Segment-wise Performance

The company's growth was driven by strong performances across different segments:

Electric Vehicle Success

VIDA, powered by Hero MotoCorp, achieved a significant milestone in July:

• Record-breaking monthly performance with 11,226 units dispatched
• 10,489 VAHAN registrations
• Doubled its EV VAHAN market share year-on-year to 10.2%

The recently launched VIDA Evooter VX2, marketed as "Badalte India ka Scooter," has received an exceptional market response. This electric scooter offers a new riding experience by combining electric innovation with proven scooter reliability, featuring a game-changing Battery-as-a-Service (BaaS) model.

Market Trends and Future Outlook

Hero MotoCorp registered over 3,39,827 VAHAN retail registrations in July, aligning with market trends across both urban and rural regions. The company noted that retail activity remained stable, and with the upcoming festive season, volumes are projected to rise in the coming months.

Product Portfolio Expansion

During the month, Hero MotoCorp strengthened its presence across key segments:

• In scooters, market share gains were led by the strong performance of the Destini 125 and Xoom 125
• In the motorcycle category, the company expanded the HF Deluxe Portfolio with the launch of HF Deluxe Pro, featuring refreshed design, segment-leading features, and superior fuel efficiency

Global Business Growth

Hero MotoCorp's global business maintained strong momentum in July, with sales exceeding 37,300 units. This expanding global footprint highlights the company's commitment to delivering reliable, high-quality, and technologically-advanced mobility solutions to customers worldwide.

The impressive July performance demonstrates Hero MotoCorp's resilience and adaptability in meeting evolving market demands, particularly in the rapidly growing electric two-wheeler segment. As the festive season approaches, the company appears well-positioned to capitalize on the anticipated increase in consumer demand.