Hero discontinues Mavrick 440 after poor sales to prioritise Harley X440 growth
Hero MotoCorp has officially discontinued its flagship motorcycle, the Mavrick 440, in India. Launched in early 2024, the Mavrick marked Hero’s foray into the premium roadster segment, sharing its underpinnings with the Harley-Davidson X440. Despite promising mechanicals and a competitive price range of Rs. 2.00–2.25 lakhs (ex-showroom), the motorcycle struggled to make a significant impact in the market.
Platform Sharing with Harley-Davidson X440
The Mavrick 440 was developed on the same platform as the Harley-Davidson X440, a model co-developed by Hero and Harley for the Indian market. However, Hero opted for a distinctly different design language and smaller 17-inch wheels to position the Mavrick as a roadster, contrasting with the more retro-styled Harley.
Despite these efforts, the Mavrick failed to gain traction, especially when compared to its sibling. While Hero sold nearly 9000 units of the Harley X440 in the first nine months of FY2025, the Mavrick only managed 3214 units in the same period.
Sales Slump and Discontinuation
Sales for the Mavrick began to dwindle significantly by the start of 2025, dropping to just over 50 units in January and hitting near-zero figures by April. In contrast, the Harley-Davidson X440 continued to maintain its appeal through Hero’s premium ‘Premia’ dealership network.
This sharp contrast in performance led Hero to pull the plug on the Mavrick 440. Although the bike remains listed on the company’s website at the time of writing, production and official retail have been halted.
Strategic Shift and Future Outlook
Industry observers suggest that the decision may also be part of a broader strategy to avoid internal competition and to give the Harley-Davidson X440 more visibility and support in Hero’s premium product space. With the Harley model showing stronger sales, Hero may be looking to double down on expanding the Harley-branded lineup in India.
Reports indicate a second motorcycle on the same platform could debut later in 2025, signalling continued investment in the mid-capacity motorcycle segment, just not under the Hero nameplate for now.