Tuesday, December 9


Tiger Woods and Hero MotoCorp Vice Chairman, CEO and MD Pawan Munjal.
HERO MotoCorp of India has signed golfing legend Tiger Woods as its global brand ambassador, clearly a sign the company is looking to expand its sales around the world.

The company was formerly in a joint venture with Honda Motor Company in a company known as Hero-Honda.  That company was established in 1984 and lasted until 2010 when Honda decided it wanted out.  Hero then bought Honda's shares and renamed the company Hero MotoCorp.

Some writers have claimed Hero MotoCorp is "the world's largest motorcycle manufacturer" but that is a lie.

Honda is still far and away the biggest player on the planet when it comes to powered two-wheelers.  Current production numbers indicate it makes three machines for every Hero made.

However, with the Woods deal, Hero is clearly aiming to boost its global brand profile, and push into new export markets.  

In the 2012-1013 financial year, its exports 161,043 units but the company has conducted research for the markets in Angola, DRC, Burkina Faso, Togo, Ghana, Iran, Egypt and Turkey.  It is already selling its bikes in four Latin American countries: Guatemala, Honduras, El Salvador and Peru as well as the African nations  Burkina Faso and Ivory Coast.

The Ignitor, one of the models Hero hopes to ignite
global sales .

Pawan Munjal, Vice Chairman, CEO and MD Hero MotoCorp articulated his thoughts on  the company's association with the US golfing star: “Having spread our footprints across Asia, South and Central America and Africa over the past two years, we are now poised to make a quantum jump in our global foray, aiming to be in as many as 50 countries by 2020. "

That is certainly a major leap from its current position.

"As we embark on this exciting journey, we are pleased to have Tiger Woods as our partner in spreading the message of Hero MotoCorp.  Tiger is not just a golfing champion and an icon for millions around the world; he is indeed a phenomenon – a symbol of humility in victory and grace in adversity.  An achiever par excellence, Tiger’s appeal and charisma spans across continents cutting through barriers of geography, age, language and nationalities.  This partnership between Tiger and Hero MotoCorp, therefore, is truly reflective of Brand Hero’s global journey.  We have lined up exciting campaigns to build on the core values of Hero in our global markets and Tiger is going to play an integral role in these initiatives," Pawan Munjal added.

Hero already operates out of a collective 20 countries from Asia, Africa and South and Central America.  Further to this, Hero is will make its European foray in 2015 and enter the US and Brazil markets by 2016.  

By the year 2020, apart from entering 50 countries globally, Hero also hopes to hit annual combined sales volumes of 12 million units.  Hero will be hoping that Woods will give their global profile a boost and help achieve these goals.  Appearing alongside Munjal, Tiger Woods spoke on this union as well.

Hero is already getting into golfing jargon: here's its Splendor Pro Classic...

“This association with Hero MotoCorp is exciting and it allows me to be involved with the world of two-wheelers and the vision of Pawan and Hero MotoCorp," Woods said.

"We have a shared vision and I am proud to be working with the entire Hero family.  For me, any collaboration and partnership has to be something that’s important to me.  I greatly appreciate Hero sponsoring the Hero World Challenge that benefits my foundation, and my new role will greatly expand our worldwide relationship.”