Hero MotoCorp has discontinued its Mavrick 440 motorcycle less than a year and a half after its launch due to poor sales performance.
Hero MotoCorp’s foray into the premium motorcycle segment with the Mavrick 440 has reportedly come to a premature end where the company has decided to discontinue the model, less than a year and a half after its launch in early 2024 and despite its initial promise, the Mavrick 440 failed to make a significant impact on the market and it leads to weak sales figures and ultimately the decision to pull the motorcycle from its product lineup.
It was launched with the goal of competing in the modern classic motorcycle segment, the Hero Mavrick 440 aimed to rival popular models like the Honda CB350 series, Triumph Speed 400, and Royal Enfield Guerrilla 450 and the bike shared its underpinnings with the Harley-Davidson X440, another product of the Hero-Harley partnership. However, unlike the X440, which performed better in terms of sales, the Mavrick 440 struggled to catch the market's attention.
Dealerships have reportedly stopped accepting bookings for the Mavrick 440, and its official withdrawal from Hero MotoCorp’s product portfolio is imminent and the bike often registered low triple-digit sales numbers each month, far from the expectations of a model in this segment.
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The Mavrick 440’s design was its key selling point. With a muscular fuel tank and neo-retro styling elements, the bike was crafted to appeal to modern classic enthusiasts. Hero MotoCorp claimed to use metal for the fuel tank, fenders, and shrouds, while the bike also featured LED lights.
Under the hood, the Mavrick 440 was powered by a 440cc air- and oil-cooled single-cylinder engine. The engine delivered a modest 27 bhp at 6,000 rpm and 36 Nm of torque at 4,000 rpm where the tuning of the engine focused on low and mid-rev usability, aimed at providing an optimal experience for urban riding and short-distance touring.
While Hero MotoCorp made efforts to differentiate the Mavrick 440 with unique design elements and ergonomic features, but the bike stills struggle to connect with buyers and its sales figures and market reception did not reflect the ambition behind the model and it leads to its removal from the company’s lineup.
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Despite the failure of the Mavrick 440, Hero MotoCorp’s partnership with Harley-Davidson remains intact, with the more successful Harley-Davidson X440 still in production and the X440 continues to generate better demand, and Hero MotoCorp may likely develop more models based on the same platform.
Hero’s decision to discontinue the Mavrick 440 marks the end of an ambitious attempt to capture the premium motorcycle market and while the company will continue to focus on other successful models, the Mavrick 440’s still struggle highlight the challenges of breaking into a competitive segment.
