Top Story


Home >> Marketing >> Article

Hero Honda enters scooters segment with Pleasure, also unveils 150 cc bike Achiever

Font Size   16
Hero Honda enters scooters segment with Pleasure, also unveils 150 cc bike Achiever

Two-wheeler major Hero Honda has just added more muscle to its portfolio and also entered the scooter segment for the first time. On Wednesday, the company launched Pleasure, its first scooter model. And in keeping with its agenda of innovation, Hero Honda also unveiled the Achiever, a new offering in the 150 cc segment.

The company that revolutionised the Indian two-wheeler industry with the first four-stroke 100 cc motorcycle (CD-100) more than two decades ago, is set to hit the market with Pleasure by mid-November. The Achiever is slated to hit the market this month.

Said Hero Honda Motors Ltd Chairman, Brijmohan Lall, “We are now ready to extend our services to a wider customer profile. Our first scooter is yet another testimony of the support being extended by Honda, our joint venture partner.”

Managing Director Pawan Munjal said that the Achiever was “our third new motorcycle to be launched this year”. He added, “With the exceptional combination of power and fuel efficiency, which are also the best in the segment, we are confident that Achiever will soon establish itself as the preferred choice of customers and would help in consolidating our position in the premium segment.”

Pawan Munjal, commenting on the scooter market, said that this segment had crossed the one-million mark and had been witnessing impressive growth for the past few months. “We are targeting sales of 100,000 Pleasure scooters in the first year. It is mainly targeted at women. We are offering women-centric benefits like breakdown and pick-up service, and a 24-hour helpline.” It also comes equipped with tuff-up tube – a technology that offers an immediate remedy in case of tyre puncture by secreting an anti-puncture sealant gel.

Both Pleasure and Achiever will be available nationally. In addition, Pleasure would be sold through exclusive outlets for women customers at 24 locations covering 20 towns.

The promotion for the two new products will be done mainly through print advertising as well as a TVC. Besides, the company is offering a festive season pricing of Rs 47,990. The price of Pleasure will be announced in mid-November.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...