Hero MotoCorp's international expansion is focused on two strategic regions: Europe, where the Indian manufacturer is looking to strengthen its presence, and Latin America, which has already become one of its fastest-growing markets. Anuj Dua, Head of the Premium Segment at Hero MotoCorp, highlighted this strategy in an interview with ABC MUNDIAL at EICMA 2026, the international motorcycle exhibition taking place at Fiera Milano Rho.

“We are doing exceedingly well in the Latin American markets. The Xpulse brand, in particular, is performing very well for us in most of those countries,” Dua said. Referring specifically to the region, he highlighted Colombia, Peru and Argentina among the markets where Hero is achieving strong results, alongside Brazil, and revealed that the company has also recently entered Chile.

The executive emphasized that Latin America has a distinctive motorcycle culture, characterized by a passion for riding, travel and a strong sense of community among bikers. “What is great about Latin American markets is the riding culture. There is a biker brotherhood, and the love for riding is very high,” he explained. According to Dua, this makes the region particularly well suited to the Xpulse family of motorcycles.

He also challenged the idea that the Xpulse is exclusively a premium or niche product. “For example, Xpulse is a mainstream motorcycle for most Latin American markets,” he stressed, explaining that its development is deeply inspired by Hero MotoSports Team Rally and the company's experience in international competitions, particularly the Dakar Rally.

That connection with motorsports is reflected in one of Hero's major highlights at EICMA: the new Xpulse 450. Unveiled in Milan, the motorcycle represents the brand's most powerful adventure model to date. It features a 421cc liquid-cooled, single-cylinder engine delivering 45.5 horsepower and 38 Nm of torque, paired with a six-speed gearbox. Its development draws on the experience and technical knowledge accumulated by Hero's official rally team.

During the interview, Dua also emphasized EICMA's importance as a platform for gathering feedback from distributors, business partners, journalists and customers from around the world. “Now that we have entered the European market, this is an extremely important opportunity to hear directly from customers,” he said.

Hero also showcased new electric mobility products under VIDA, its electric mobility brand, and presented concepts offering a glimpse into the company's future product portfolio. The manufacturer announced the start of VIDA's commercial operations in Europe as part of its international expansion.

For Dua, the company's strategy is not about prioritizing one continent over another. “Every market has its own importance. Both Europe and Latin America are extremely important to us,” he stated.

With Xpulse as one of its key brand ambassadors and a strategy combining motorsports, technology and electric mobility, Hero MotoCorp is seeking to expand its global footprint. From Milan, the company's message is clear: Latin America is not a secondary market, but a central part of its growth ambitions.