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Hero’s new Dawn in Africa

New Delhi, July 5: Hero MotoCorp Ltd — the country’s largest two-wheeler manufacturer — today forayed into Africa with the launch of the 100cc Dawn motorcycle in Kenya, where it has set up an assembly unit.

Hero has joined hands with Ryce East Africa to sell its products in Kenya. Under the alliance, Sameer Group, which is part of Ryce East Africa, has been appointed as the authorised distributor of Hero two-wheelers in that country.

Hero MotoCorp managing director and chief executive officer Pawan Munjal said, “This is a strategic market for us in our overall plan for the continent, which is why we are also starting our first African CKD (completely knocked down) assembly operations here. Dawn is the first modified bike from our portfolio to be launched in Africa. We are working on several other models for specific international markets.”

Hero’s next stop in Africa will be Burkina Faso and Ivory Coast where it plans to start operations next week.

The African foray comes shortly after Hero picked up a 49.2 per cent stake in US-based Erik Buell Racing for $25 million to leverage the high-end bike maker’s design and technology strengths.

Sources said Hero would introduce most of its motorcycles — including the Dawn, the 125cc Glamour, Splendor Pro, sports bike Karizma and other 100cc bikes — in Kenya. The company would also expand to other African countries such as Nigeria.

Besides Africa, Hero is present in Central America, where it has operations in Guatemala, El Salvador and Honduras.

The company also has presence in Sri Lanka, Bangladesh, Nepal and Colombia.

Hero MotoCorp hopes to sell around 3,00,000 units through its overseas subsidiaries by 2013-14.

 
 
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