Hero MotoCorp has officially pulled the plug on its most premium motorcycle offering to date — the Mavrick 440 — barely a year and a half after its debut in the Indian market. The decision follows months of declining sales, marking the end of Hero’s short-lived venture into the mid-capacity roadster segment with the Mavrick.
A Bold Entry That Didn’t Last
Launched in early 2024, the Mavrick 440 was Hero’s answer to the thriving modern classic motorcycle space, going up against popular names like the Royal Enfield Classic 350, Honda CB350 series, Jawa 350, and the Triumph Speed 400. Despite a promising start and a competitive ex-showroom price range of ₹2.00 lakh to ₹2.25 lakh, the Mavrick struggled to maintain momentum in a highly competitive segment.
While it shared its core platform and engine with the Harley-Davidson X440 — a product of Hero’s manufacturing tie-up with the American brand — the Mavrick was developed with its own unique identity. Key differences included a distinct roadster styling, smaller 17-inch alloy wheels, and altered ergonomics, aiming to appeal to a different subset of riders.
Strong Package, Weak Demand
Early reviews praised the Mavrick 440 for its tractable power delivery, relaxed ride quality, and a price tag that undercut many rivals. However, it was the Harley-Davidson X440 — priced only marginally higher — that managed to steal the spotlight, drawing more footfall at Hero Premia dealerships.
Sales data reflected this disparity. Between April and December 2024 (the first nine months of FY2025), Hero sold 8,974 units of the X440, while the Mavrick only found 3,214 buyers. The gap widened further in early 2025, with Mavrick sales falling below 50 units in January, and dropping to single digits or zero from April onwards.
Strategic Realignment
Sources indicate that Hero’s decision to discontinue the Mavrick 440 was partly influenced by the need to streamline its premium motorcycle portfolio. With both the X440 and Mavrick sharing showroom space and mechanical underpinnings, the overlap may have diluted the sales performance of both.
Focusing on the Harley-Davidson brand, which continues to generate stronger consumer interest, seems to be a more viable path forward. Hero is also reportedly working on a second Harley-branded motorcycle based on the same 440cc platform, which could arrive later in 2025.
As of now, the Mavrick 440 continues to be listed on Hero’s official website, but production and dealer dispatches have stopped.
In Summary: The Hero Mavrick 440 had the right ingredients — heritage platform, torquey motor, appealing pricing — but failed to carve a niche for itself in a market saturated with strong legacy players. Its discontinuation marks a course correction for Hero as it repositions its premium ambitions more squarely behind the Harley-Davidson X440.
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