Hero Moto Corp. opens Premia, its first premium showroom.

Hero MotoCorp has opened its first premium 'Hero Premia' dealership in Calicut, Kerala. It will house the premium offerings of the brand, as well as Vida and Harley-Davidson products. This is part of Hero MotoCorp's three-pronged approach to marketing itself as a premium and aspirational motorcycle brand.

Premia stores will sell the brand's latest premium bikes, including the Harley Davidson X440 and the Karizma XMR, as well as its electric scooter, Vida V1. The showroom will feature 'zones,' such as urban and street motorcycling zones, to create a unique marketing experience for a wide range of buyers.

Hero MotoCorp announced in the press statement, “Promising a fresh automotive experience to all visitors, Hero Premia features modern architecture, appealing design, and engaging new-age digital technologies. Delivering the best-in-class premium ownership experience, a team of professionally trained sales consultants will offer valued customers personalized sales advice as per their mobility needs."

Under CEO Niranjan Gupta, Hero MotoCorp's new business agenda is built on three pillars: expanding the commuter segment of motorcycles (those with engines smaller than 125cc, in which Hero MotoCorp has nearly 70% market share); executing a three-pronged strategy to win the premium category of two-wheelers; and establishing leadership in electric vehicles.

The newly opened Premia showroom is 3,000 square feet in size and combines cloud technologies, augmented reality digital interactive modules, and virtual configurators. In addition, the facility has sales, service, and spares divisions. Each product will have its own display zone at Hero Premia dealerships. Electric 2-wheelers and performance bikes will be shown in the urban and street riding zones, while roadsters and adventure bikes will be featured in the lifestyle and exploration zones.