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Hero MotoCorp sets foot in Turkey; partners with Asya Makina

Thursday, 27 February 2014 - 11:19pm IST | Place: Ahmedabad | Agency: dna webdesk

In keeping with its stated objective of reaching 50 global markets by 2020, Hero MotoCorp Ltd (HMCL), the world’s largest two-wheeler manufacturer, today launched its operations in Turkey.
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 In keeping with its stated objective of reaching 50 global markets by 2020, Hero MotoCorp Ltd (HMCL), the world’s largest two-wheeler manufacturer, today launched its operations in Turkey. 

The New Delhi (India)-headquartered Hero MotoCorp also announced a partnership with Asya Makina (Asya Dis ticaret ve makina san ltd sti) of Turkey to bring its two-wheelers to the country. Under the alliance, Asya Makina – a subsidiary of the reputed Soysal Group - has been appointed as the distributor of Hero MotoCorp range of two-wheelers in Turkey.

Under this partnership, Hero two-wheelers will be distributed through a network of close to 50 outlets spread across the country, with several more new outlets to be added in the next one year.

Mr. Pawan Munjal, Managing Director & Chief Executive Officer, Hero MotoCorp, inaugurated the flagship state-of-the-art Hero–Asya dealership at Camlica in Istanbul today. Mr. Munjal also launched brand ‘Hero’ in the presence of Mr. Uysal Soysal, Chairman of the Board of Directors of Soysal Group, and introduced the 125cc motorcycle - ‘Glamour’, the 150cc bike Thriller and the 100cc scooter Pleasure – all the three products compatible with Euro III emission norms. These three models are also being showcased at the Hero-Asya stall at the ongoing Auto Show here.

Speaking at the glittering ceremony, Mr. Munjal said, “The commencement of our operations in Turkey is a significant milestone in our overall global expansion plans. We are aware that Turkey has a strong bikes market where customers value quality products, and our vision is to provide convenient, fuel-efficient mobility to every two-wheeler customer across Turkey. It also gives me immense pleasure to announce the choice of Soysal Group as our partner in this market. I am sure with their rich experience in this region and knowledge of the local customer, we will be able to achieve our immediate short-term goal of 5% market share in Turkey. Going forward, we will also be bringing more bikes from our wide-ranging portfolio.

“We are targeting to be present in as many as 50 global markets by the year 2020, with over a million unit sales coming from overseas sales. Therefore, our launch in Turkey is a significant move as part of our long-term strategy,” he added.

Highlighting the brand building initiatives that Hero MotoCorp is undertaking in the local market, Hero MotoCorp also presented a preview of the Turkish anthem with its theme of "There’s a Hero in each of us". The anthem is a remarkable portrayal of the company’s brand essence and composed and originally sung by Oscar-winning music director A. R. Rahman.

Earlier this month, Hero MotoCorp demonstrated its technological excellence and innovative approach by showcasing over a dozen products on new platforms, including path-breaking concept models, at the Auto Expo – the Motor Show in Delhi. These included bikes ranging from 100cc to 620cc, a hybrid scooter and electric motorcycle, and significantly – a 150cc diesel-run two-wheeler.

Within just two years of launching the new brand identity, Hero has forged four strategic alliances - with the US-based Erik Buell Racing (EBR); Austria-based AVL, the Bologna, Italy-based two-wheeler design firm “Engines Engineering”, and most recently, with the Milan-based Magneti Marelli to develop and manufacture new generation fuel injection systems. Hero MotoCorp also made its first-ever equity investment in an overseas firm by announcing the purchase of 49.2 per cent equity at EBR for US$ 25 million.

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