Hero MotoCorp's Most Expensive Bike - Mavrick 440 - Pulled Out Of The Market: Here's Why
Hero MotoCorp has discontinued its most ambitious motorcycle to date, the Mavrick 440, less than two years after launch. Introduced in February 2024 at a starting price of ₹1.99 lakh, the Mavrick was Hero’s ambitious attempt to break into the growing mid-capacity motorcycle segment. However, slow sales and weak consumer traction have forced the company to quietly pull the model from its portfolio.
With the Mavrick now absent from showroom floors and production halted for over three months, the move signals Hero’s retreat from a segment it tried hard to penetrate. Despite sharing underpinnings with the relatively successful Harley-Davidson X440, the Mavrick failed to generate the same buzz, highlighting the tough road Hero faces in establishing itself in the premium space.
Sales Slump Seals Its Fate
Sales numbers offer the clearest indication of the Mavrick’s poor market performance. The motorcycle never crossed four-digit monthly sales, and volumes dipped to under 50 units by January 2025. From April onwards, dispatches stopped altogether.
In contrast, the Harley-Davidson X440, built on the same platform and produced at the same facility, has fared much better. In the first nine months of FY2025, Hero managed to sell 8,974 units of the Harley model, compared to just 3,214 units of the Mavrick. That gap is significant, especially considering the Mavrick was over ₹40,000 cheaper than the X440's ₹2.40 lakh starting price.
For Hero, which thrives on scale, such low numbers could not justify continued production. Dealers also shifted their focus to the Harley-branded bike, which offered higher margins and stronger brand recall, further sidelining the Mavrick in showrooms.
No Fault in Engineering, But It Wasn’t Enough
The Mavrick 440 wasn’t lacking in engineering credibility. It used a 440cc air-oil cooled engine capable of producing 27.36 PS and 36 Nm of torque, mated to a 6-speed gearbox. The motorcycle came with modern kit such as a slip-and-assist clutch, LED lighting, smartphone connectivity, turn-by-turn navigation, and a digital cluster.
It offered practical comfort and handled well, with a trellis frame chassis and balanced ergonomics for both city and highway use. On paper, it was a solid contender in the 400cc class, with a claimed fuel efficiency of 32 kmpl and a top speed of 150 kmph.
But none of that translated into desirability. The Mavrick’s design was functional rather than exciting. For customers spending close to ₹2 lakh, especially in a segment where styling and badge value weigh heavily, the bike lacked aspirational appeal. Industry observers frequently noted that despite being one of Hero’s most refined products, the Mavrick could not shake off the brand’s commuter bike image.
Brand Identity and Competitive Pressure Played a Role
Hero MotoCorp’s challenge wasn’t just product-related - it was about brand identity. The brand has long been associated with value-for-money, reliable commuter motorcycles. That image, while valuable in the 100cc and 125cc segments, worked against it in the premium space.
On the other hand, Harley-Davidson brought with it decades of aspirational branding. Even though both the X440 and Mavrick shared most mechanicals, consumers were willing to pay more for the Harley name. The same could be seen with competitors such as Triumph, which saw early success with the Speed 400 priced at ₹2.33 lakh, and Royal Enfield, which remains dominant in the 350cc space.
The Mavrick’s lukewarm reception also points to marketing missteps. It received relatively little fanfare after launch and failed to generate sustained buzz. In a competitive space where image matters, Hero’s understated approach did little to attract new-age buyers looking for premium appeal.
Where Does Hero's Premium Bike Strategy Go From Here?
The failure of the Mavrick 440 is part of a broader struggle for Hero MotoCorp in the premium two-wheeler segment. While the overall market for 350-500cc motorcycles grew by 36% in the April to December 2024 period, Hero’s combined sales through the X440 and Mavrick only captured 13% of that space.
This underperformance also reflects in Hero’s sliding market share. From 31.3% in 2023, it dipped to 29% in 2024, and further down to 26.9% by January 2025 - its lowest in over a decade. A major reason is the company’s continued dependence on older models like the Splendor, which still contributes over 60% of domestic volumes.
Leadership churn has added to the uncertainty. CEO Niranjan Gupta and Chief Business Officer Ranjivjit Singh exited the company shortly after warnings about underperformance were issued by Executive Chairman Pawan Munjal. These internal disruptions have come at a time when Hero needs a clear and focused strategy for premium growth.
Looking ahead, there are hints that a new model based on the X440 platform could arrive soon. Hero will likely consolidate its efforts around the Harley-Davidson partnership, which has shown relatively better results. However, if the company wants long-term success in the premium space, it will need to build more than just good motorcycles. It must also reshape its image, invest in branding, and create genuine excitement around its products.