Hero MotoCorp advances relaunch of all models without Honda Tag

Just a year since it donned its new brand identity, two-wheeler market leader, Hero MotoCorp (HMCL), the world's largest two-wheeler manufacturer by volume sales, is in the process of rolling out all its models under the "Hero" brand name, two years ahead of the deadline. 

"We will be re-launching our entire range under the Hero brand name, and will complete the exercise by the second quarter of this fiscal," HMCL MD & CEO Pawan Munjal told ET. 

As per its agreement with Honda, Hero could retain the erstwhile "Hero Honda" brand till June 2014. However, the company has undergone a path-breaking brand transition since unveiling its new identity in London in August last year. The company also closed its first financial year (FY 2011-12) since embarking on its solo journey with record sales of 6.2 million units of two-wheelers. 

The company has re-launched its best-selling models "Splendor" and "Passion" under the Hero brand name this quarter, he added. 

ET, as early as 9 February, 2011, had reported that Hero will drop the "Honda" brand name from its flagship products as the Munjals owned HMCL were keen to carve out an independent identity at the earliest. 

Hero MotoCorp, which reported its highest-ever monthly sales in the first two consecutive months of this fiscal - April (5,51,557 units) and May (5,56,644 units) - is set to embark on its global journey by starting exports to new countries, also under the "Hero" brand name. 

The first exports to these new markets - Central America and Nigeria in Africa - will begin by the next quarter (July-September 2012) with the first lot of Hero branded 125cc bikes. 

"Now that we are on the threshold of becoming a truly global company, our initial focus is on markets where the volumes are large and products can be sold with minimum changes. So right now, our existing products with suitable modifications will be made available in the new international markets. We have already identified partners for these markets.