New Delhi: Hero MotoCorp Ltd on Tuesday announced its re-entry into the premium motorcycle segment with Xtreme 200R, a 200cc motorcycle that will go head-to-head with the Bajaj Pulsar that dominates the category.

The company, India’s largest two-wheeler company, said it will launch the new motorcycle in about a month. The company did not disclose the price, but the Xtreme 200R is expected to be priced less than Rs1 lakh, a company executive said.

“With every new, indigenously developed Hero two-wheeler, our commitment to the ‘Make in India’ initiative is growing stronger and we will continue to innovate in India, for the world," Pawan Munjal, chairman and managing director, Hero MotoCorp Ltd, said in a statement.

“We have begun this year on a positive note, and as we move ahead, we will keep our customers excited with many new products, some of which will be showcased next week at the Auto Expo," he added.

Hero now has a fully functional research and development centre near Jaipur where it has invested about Rs850 crore. The same R&D facility has developed the Xtreme 200R, Munjal said.

According to Malo Le Masson, head of global product planning, Hero MotoCorp, there will be more products in the premium segment.

“From 2018 onwards, the focus for Hero MotoCorp in motorcycles is the premium segment, and we will continue to bring more products in this category. The Xtreme 200R is a real head-turner, which, combined with competitive performance, is going to appeal to the youth in India as well as in our global market," Le Masson said.

The launch of the new model will help Hero MotoCorp boost its presence in the premium motorcycle market, where it’s under-represented, said Ashok Bhasin, head of sales, marketing and customer care at Hero MotoCorp.

“We have been a dominant player in the motorcycle market for quite some time now; however, we were under-represented in the premium segment. Launching this product is a formidable step for us in the premium segment because this would allow us to capture the market, grow the business there and also gain market share," Bhasin said.

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