Hero MotoCorp rides into Africa, to start CKD assembly operations in Kenya

July 5, 2013: Making its foray into Africa, two-wheeler major Hero MotoCorp Ltd (HMCL) has launched its Hero brand and range of two-wheelers in Kenya where it has also set up its international assembly unit. The company’s operations are slated to commence in Burkina Faso and Ivory Coast next week.

The range of Hero products being launched in Africa includes the entry-level segment (Dawn), the deluxe segment (Splendor Pro, Glamour and Hunk) and the premium segment (Karizma).

Hero MotoCorp has roped in a reputed Kenyan business house, Ryce East Africa as a partner. Under the alliance, Sameer Group, a part of Ryce East Africa, has been appointed as the authorised distributor.

Pawan Munjal, MD and CEO, said: “We are delighted to see Brand Hero make its debut in the African continent with the first launch in Kenya. This is a strategic market for us in our overall plan for the continent, which is why we are also starting our first Africa CKD assembly operations here. Our vision is to provide convenient, fuel-efficient mobility to every customer. With our wide range of products, we are committed to serving two-wheeler customers across Africa. We are confident our products will appeal to customers across a wide price spectrum and create a new benchmark for mass mobility in Kenya. Indeed, our Africa business is going to play a crucial role in our plans of taking Hero global.” Hero MotoCorp’s foray in Africa comes close on the heels of its product launch in Central America, where the company commenced operations in Guatemala, El Salvador and Honduras in May 2013. Hero MotoCorp’s other international markets include Sri Lanka, Bangladesh, Nepal and Colombia.

SHOBHA MATHUR