In a bid to recreate its classic marketing success story – Fill it. Shut it. Forget it. CD 100 – Hero Honda has launched a new motorcycle – Ambition. The motorcycle aims to straddle twin consumer expectations – power and fuel efficiency.
Ambition is a 133 CC, 11 bhp bike pegged at the bottom end of the ‘prestige bike’ segment that has Bajaj’s Pulsar and Honda’s CBZ as contenders. The motorcycle is aggressively priced at Rs. 44, 612 (Delhi Ex-showroom price) and has a high mileage of 79 kmpl.
The launch comes after the motorcycle categories have seen significant increase in new launches over the last few years. Many of these launches were in the 110 CC category. Perhaps the reason for Hero Honda to leap-frog this category with a higher 133 CC bike.
Ambition is clearly an attempt by Hero Honda to marry two key consumer expectations - power (with 133 CC engine) and fuel efficiency (by delivering 79 kmph).
“Ambition will be targeted at the people aspiring to move up in life. The motorcycle has been introduced on the basis of external market research. Indian consumers want ‘power’ but don’t want to sacrifice fuel efficiency. Ambition is a perfect fit as it is a Powerfuel bike,” said Atul Sobti, Sr VP, Marketing and Sales at the launch conference in Delhi.
The communication plank ‘move up in life’, company believes, will appeal to consumers wanting to graduate from their existing vehicle. In demographic, the company is targeting SEC AB in ‘mid 20s’.
Hero Honda has aggressive plans for promoting Ambition. “Ambition will be central to our ICC Champions Trophy media plan. We have signed the deal with MAX for associate sponsorship of ICC Champions Trophy and World Cup. We will mount Ambition communication on ICC Champions Trophy event,” informed Sobti.
Hero Honda had recently signed the deal with SET MAX for ‘associate sponsorship’ of two ICC Cricket events – Champions Trophy in Sri Lanka and World Cup. The deal was negotiated by Maximize, Delhi.