Hero MotoCorp, the world’s largest manufacturer of motorcycles and scooters, has unveiled an accelerated premium mobility strategy, signalling a sharper focus on high-growth premium segments through dedicated leadership, an expanded product portfolio, exclusive retail formats and advanced technology.
As part of the strategy, the company has appointed Anuj Dua as Chief Business Officer, Premium Segment, entrusting him with leading premiumisation as a key growth pillar for the company.
The move comes on the back of strong momentum in FY26 as Hero MotoCorp seeks to tap rising consumer demand for premium motorcycles and scooters in India and overseas markets.
Dedicated leadership for premium business
Anuj Dua brings extensive experience in the two-wheeler industry, having held leadership roles at Hero MotoCorp, Royal Enfield and Bajaj Auto.
In his new role, he will lead the company’s premium business by driving portfolio expansion, forging strategic partnerships, enhancing exclusive retail experiences and strengthening customer engagement through riding communities, branded merchandise and lifestyle events.
The company said the dedicated leadership structure reflects its commitment to building a stronger presence across premium, lifestyle and performance mobility segments.
Expanding premium portfolio
Hero MotoCorp has significantly broadened its premium offerings during FY26 with the launch of several new products across motorcycles and scooters, including the Glamour X, Xtreme 125R, Xtreme 250R, Xoom 160, XPulse 210 and the Harley-Davidson X440 T.
The company has also expanded its exclusive Hero Premia retail and service network to more than 130 outlets across India. These stores are designed to provide a differentiated purchase and ownership experience through specialised sales consultants and personalised after-sales support.
The expanded retail footprint is expected to support the growing premium portfolio while enhancing customer engagement.
Investing in technology and manufacturing
Hero MotoCorp said its flagship Garden Factory at Neemrana, Rajasthan, is anchoring the company’s premium manufacturing strategy.
The facility combines automated manufacturing, digital quality control and sustainable operations, setting new benchmarks in precision engineering. The company plans to progressively replicate these capabilities across its manufacturing network.
The automaker is also integrating connected technologies, intelligent rider interfaces and advanced electronic architecture across its premium models. Features such as Over-the-Air (OTA) software updates and next-generation rider assistance systems are expected to deliver safer and smarter mobility experiences.
Motorsport driving innovation
Hero MotoCorp said its Hero MotoSports programme continues to play a strategic role in product development by transferring learnings from competitive racing into commercial vehicles.
Technologies related to chassis dynamics, electronic rider aids, powertrain performance and durability developed under demanding motorsport conditions are being incorporated into the company’s broader product portfolio.
A defining trend
Hero MotoCorp Executive Chairman Pawan Munjal said premiumisation is becoming a defining trend in the global mobility industry.
“The global mobility landscape is undergoing a significant transformation, led by rising consumer aspirations for premiumisation, including curated premium experiences. At Hero MotoCorp, we are responding to these transformative shifts with a future-focused strategy that combines innovation, design excellence, performance engineering and deeper customer engagement. Our expanding premium portfolio, retail transformation and motorsport initiatives are integral to this strategy, accelerating product innovation, strengthening brand aspiration, and reinforcing our position as a globally admired mobility brand which is proudly Made in India,” he said.