Hero Honda Motors on Monday launched the 125 cc Glamour FI, touted as India’s first motorcycle with fuel injection technology for two-wheelers.
“Fuel injection technology has till now been used in cars, and is being introduced in two-wheelers for the very first time in India by Hero Honda with the help of Honda Motor Company. This is the technology of the future for all two-wheelers and we feel privileged to be the first company to offer this technology in India,” said Brijmohan Lall, Chairman, Hero Honda Motors.
The new bike is priced at Rs 49,990 for the ‘drum kick’ model and Rs 53,990 for the ‘disc self’ model at ex-showroom Delhi prices. Consumers have to pay nearly Rs 5,500 for availing the new technology.
“We are introducing the technology with the 125 cc model. However, the other Glamour models will remain in the market. We have always believed it is the consumer who should decide the phase out of a particular model. After observing the response we may extend the technology to other high-end models,” said Pawan Munjal, MD, Hero Honda Motors. He, however, declined to reveal any sales target for the initial year.
“The company is introducing the new bike in 67 towns with 180 dealers in the first phase and would gradually extend the market to its 650 dealers all over India,” said Anil Dua, VP, Sales & Marketing, Hero Honda Motors.
Speaking about the marketing campaigns, Dua said that they would follow a 360-degree campaign, including print, TVC, outdoor and online. Declining to reveal which of its brand ambassadors the company would be using, Dua informed that the campaign would be unveiled soon. Hero Honda has a handful of brand ambassadors, including Yuvraj Singh, Virendra Sehwag, Mohammad Kaif, Rajyavardhan Singh Rathore and Hrithik Roshan.
On the ad-spend front, Dua, without revealing the figures said, “It would be towards the higher end as we would be talking about a new technology.” JWT is the advertising agency for the new bike, while Maxus is the media agency of the company.