Hero Electric enters premium EV bike market under A2B brand

Hero Electric, today has shared its plans to create differentiated brands for market categories. In line with that strategic vision, the company disclosed that it will enter the premium e-bike segment in India through the A2B brand.

“While the Hero Electric brand continues to be the bedrock of our basic E-mobility thrust, we intend to invest in new brands for specific market categories,” said Sohinder Gill, CEO-Hero Electric.

Explaining the brand diversification strategy, Gill said, “We believe that differentiation is key to market dominance, and going forward we will enter categories under specialist brand entities to bring focus to the market segments they represent, complementing the Hero brand as a legacy player in the mass mobility segment.”

Speaking on the development, Gill further added, "The Indian market is ripe for e-mobility exploration, and we are perfectly positioned to meet the emerging demands, including those from the premium segment. Our commitment resonates with India's aspiration to become a global EV hub, and we are eager to play a pivotal role in making that a reality.”

The A2B brand will introduce a diverse portfolio of premium electric bikes, scooters, and other new variants. The company envisions a product line that seamlessly integrates contemporary aesthetics with precision performance, tailored to withstand the rigors of Indian roads and climatic conditions. A2B will feature cutting-edge technology, robust battery systems, seamlessly integrated powertrains, and aesthetics that reflect the premium segment buyer sensibilities.

Commenting on the launch, Naveen Munjal, MD- Hero Electric, said, “We are embarking on a deaggregation strategy with specific brand offerings in different segments. This tactical move aims to focus on our traditional turf with the Hero Electric brand, while allowing us to break into newer segments as competition builds up in this sector."