Hero MotoCorp has announced the discontinuation of the Mavrick 440, its flagship motorcycle, in India. Launched in early 2024, the Mavrick represented Hero’s entry into the premium roadster market, built on a shared platform with Harley-Davidson X440. Although it was priced competitively between Rs. 2.00–2.25 lakhs (ex-showroom) and boasted promising features, the motorcycle failed to capture substantial market interest despite being good to ride and look at.
The Mavrick 440 shared its foundational design with a Harley-Davidson model co-developed for the Indian market X440. However, Hero chose to pursue a distinct design approach and utilized smaller 17-inch wheels to establish the Mavrick’s identity as a roadster, which diverged from the more traditional styling of Harley’s offerings.
Despite these unique attributes, the Mavrick didn’t perform well in terms of sales. In the first nine months of FY2025, Hero sold nearly 9,000 units of the Harley model X440, while the Mavrick lagged behind with only 3,214 units sold during the same timeframe.
Sales began to decline dramatically for the Mavrick as 2025 approached, with numbers dropping to just over 50 units in January and nearing zero by April. In contrast, the Harley-Davidson model maintained its market presence through Hero’s exclusive ‘Premia’ dealerships.
This stark difference in sales performance led Hero to discontinue the Mavrick 440. While the motorcycle is still listed on the company’s website at the time of this writing, both production and sales have officially ceased.
Industry experts suggest that this decision might be part of a strategic shift to minimize internal competition and to bolster the presence and support for the Harley-Davidson brand within Hero’s premium segment. Given the stronger sales figures of the Harley model, Hero seems poised to focus on expanding its Harley-branded offerings in India.
Additionally, reports indicate that a new motorcycle utilizing the same platform may be introduced later in 2025, highlighting continued investment in the mid-capacity motorcycle category, albeit under the Harley name for now. Harley has also announced it will launch a new Street named lower spec affordable motorcycle. Hero has to come back with the Mavrick in the future and it could come with a different approach.
