Key highlights
- Hero Mavrick 440 axed in India
- Poor sales and marketing are the main culprits
- Was priced between Rs 2.00 – 2.25 lakh
Hero MotoCorp has decided to pull the plug on its Mavrick 440 mid-segment motorcycle in India due to its poor sales. Read the details about how the Mavrick 440 became a flop show in India within 18 months of launch.
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Why did the Hero Mavrick 440 get discontinued?
Hero MotoCorp launched its first mid-segment motorcycle, the Mavrick 440, in India 18 months ago. It was based on the Harley-Davidson X440, which was co-developed with Hero. However, the Marvick 440 could not find buyers due to various reasons before it got discontinued this month.
So, what went wrong with the Mavrick 440? The first problem with the Mavrick 440 was its clumsy and bulky design. It was not clear whether Hero wanted it to be a cruiser or a street motorcycle, unlike the X440, which looks and feels like a cruiser.
The second problem was Hero’s poor marketing and sales. While entering a mid-segment, customer expectations rise a lot, which should be met with proper ad campaigns and good customer handling. Hero failed at both aspects, and hence, the bike could not find buyers.
The sales of the Mavrick 440 became so poor that Hero stopped manufacturing and dispatching new motorcycles for the past three months. In fact, the Mavrick could hardly reach the triple-digit monthly sales mark.
Priced between Rs 2-2.25 lakh (ex-showroom), the Mavrick 440 offered a punch-packed torque-rich engine performance, which could not satisfy buyers who were left wanting for more from it.
Our say
Hero should learn from the mistakes that it committed with the Mavrick 440. That motorcycle had the potential to defeat the rivals and establish the brand’s name in the mid-segment. However, a reworked model could do that if the company does all the things right.
