Anuj Dua Elevated To CBO, Will Lead Premium Segment Growth For Hero MotoCorp

Hero MotoCorp has announced a major push into the premium motorcycle and scooter segment, making it a key pillar of its future growth strategy. The company traditionally known for its strong commuter bike portfolio is pivoting into the premium segment, which has witnessed tremendous growth in the past few years. As part of the strategic overhaul, Hero MotoCorp has named Anuj Dua as Chief Business Officer – Premium Segment.

Dua brings extensive experience from Hero MotoCorp, Royal Enfield and Bajaj Auto, having worked across product planning, brand strategy and market expansion. In his new role, he will oversee the company's premium motorcycle and scooter business, including new product launches, strategic partnerships, retail expansion and customer engagement initiatives.
Hero says the premium business will also focus on building stronger rider communities through curated merchandise, riding events and lifestyle experiences.

Hero MotoCorp has significantly expanded its premium lineup during FY2026 with the launch of several new motorcycles and scooters. Recent additions include the Glamour X, Xtreme 125R, Xtreme 250R, Xoom 160, XPulse 210 and the Harley-Davidson X440 T. The company says these models are aimed at addressing a wider range of customers across performance, adventure, commuter and premium lifestyle segments.

To support its growing premium portfolio, Hero MotoCorp has expanded its Hero Premia retail and service network to more than 130 outlets across India. Unlike conventional dealerships, Hero Premia stores are designed to offer a premium buying and ownership experience with dedicated sales consultants, personalised after-sales support and exclusive customer engagement programmes.

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