Hero MotoCorp

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Hero Motocorp Limited
Public
Traded as
IndustryAutomotive
Founded19 January 1984; 35 years ago (1984-01-19)
FounderDr. Brijmohan Lall Munjal
HeadquartersNew Delhi, India
Key people
ProductsMotorcycles, Scooters
Production output
Increase 7,587,130 units (2018)
RevenueIncrease 34,658 crore (US$5.0 billion) (2019)[2]
Increase 5,043 crore (US$730 million) (2019)[2]
Increase 3,466 crore (US$500 million) (2019)[2]
Total assetsIncrease 17,641 crore (US$2.6 billion) (2019)[2]
Total equityIncrease 12,857 crore (US$1.9 billion) (2019)[2]
Number of employees
8,551 (2019)[2]
WebsiteHero Motocorp

Hero Motocorp Ltd., formerly Hero Honda, is an Indian motorcycle and scooter manufacturer based in New Delhi, India. The company is the largest two-wheeler manufacturer in the world,[3] and also in India, where it has a market share of about 46% in the two-wheeler category.[3][4] The 2006 Forbes list of the 200 World's Most Respected Companies has Hero Honda Motors ranked at #108.[5] On 31 March 2013, the market capitalisation of the company was 308 billion (US$4.5 billion).[6]

Hero Honda started its operations in 1984 as a joint venture between Hero Cycles (sometimes called Hero Group, not to be confused with the Hero Group food company of Switzerland) of India and Honda of Japan.[7] In 2010, when Honda decided to move out of the joint venture, Hero Group bought the shares held by Honda, and focused on its entirely owned subsidiary, Honda Motorcycle and Scooter India (HMSI).[8][9]
In June 2012, Hero MotoCorp approved a proposal to merge the investment arm of its parent Hero Investment Pvt. Ltd. with the automaker. This decision came 18 months after its split from Hero Honda.[10]

"Hero" is the brand name used by the Munjal brothers for their flagship company, Hero Cycles Ltd. A joint venture between the Hero Group and Honda Motor Company was established in 1984 as the Hero Honda Motors Limited at Dharuhera, India. Munjal family and Honda group both owned 26% stake in the Company.

During the 1980s, the company introduced motorcycles that were popular in India for their fuel economy and low cost. A popular advertising campaign based on the slogan 'Fill it – Shut it – Forget it' that emphasised the motorcycle's fuel efficiency helped the company grow at a double-digit pace since inception. In 2001, the company became the second largest two-wheeler manufacturing company in India and globally.[3] It maintains global industry leadership to date.[3] The technology in the bikes of Hero Motocorp (earlier Hero Honda) for almost 26 years (1984–2010) has come from the Japanese counterpart Honda.[11]

The Termination of Honda joint venture and the renaming[edit]

The termination of Honda Joint venture

By December 2010, the board of directors of the Hero Honda Group had decided to terminate the joint venture between Hero Group of India and Honda of Japan in a phased manner. The Hero Group would buy out the 26% stake of the Honda in JV Hero Honda.[12] Under the joint venture Hero Group could not export to international markets (except Nepal, Bangladesh and Sri Lanka) and the termination would mean that Hero Group could now export. From the beginning, the Hero Group relied on their Japanese partner Honda for the technology in their bikes.[13]

The Japanese auto maker exited the joint venture through a series of offmarket transactions by giving the Munjal family—which held a 26% stake in the company—an additional 26%. Honda, wanting to focus only on its independent fully owned two-wheeler subsidiary—Honda Motorcycle and Scooter India (HMSI)—, exited Hero Honda at a discount and get over 64 billion (US$930 million) for its stake. The discount was between 30% and 50% to the current value of Honda's stake as per the price of the stock after the market closed on 16 December 2010.[14]

The rising differences between the two partners gradually emerged as an irritant. Differences had been brewing for a few years before the split over a variety of issues, ranging from Honda's reluctance to fully and freely share technology with Hero (despite a 10-year technology tie-up that expired in 2014) as well as Indian partner's uneasiness over high royalty payouts to the Japanese company. Another major irritant for Honda was the refusal of Hero Honda (mainly managed by the Munjal family) to merge the company's spare parts business with Honda's new fully owned subsidiary, HMSI.[14]

As per the arrangement, it was a two-leg deal. In the first part, the Munjal family, led by Brijmohan Lal Munjal group, formed an overseas-incorporated special purpose vehicle (SPV) to buy out Honda's entire stake, which was backed by bridge loans. This SPV was eventually thrown open for private equity participation, and those in the fray included Warburg Pincus, Kohlberg Kravis Roberts (KKR), TPG, Bain Capital, and Carlyle Group.[15]

Formation of the new company

The name of the company was changed from Hero Honda Motors Limited to Hero MotoCorp Limited on 29 July 2011.[3] The new brand identity and logo of Hero MotoCorp were developed by the British firm Wolff Olins.[16] The logo was revealed on 9 August 2011 in London, to coincide with the third test match between England and India.[16]

Hero MotoCorp can now export to Latin America, Africa and West Asia.[16] Hero is free to use any vendor for its components instead of just Honda-approved vendors.[16]

On 21 April 2014, Hero MotoCorp announced their plan on a 2.540 billion (US$37 million) joint venture with Bangladesh's Nitol-Niloy Group in the next five years to set up manufacturing plant in Bangladesh. The plant started production in 2017. Hero MotoCorp owns the 55% of the manufacturing plant and rest 45% is owned by Niloy Motors (A subsidiary of Nitol-Niloy Group).[17] Hero also updated its 100cc engine range in 2014 for 110cc bikes except Hero Dawn.

Equity Investments[edit]

In July 2013, HMC acquired 49.2%[18] shareholding in Erik Buell Racing, a motorcycle sport company which produced street and racing motorcycles based in East Troy, Wisconsin, United States. EBR filed for bankruptcy in 2015[19] and Hero Motocorp proceed to acquire certain assets for 182 million (US$2.6 million).[20]

HMC invested US$ 30.5 million (2.05 billion) as Series B round of funding in October 2016 and gained a 32.31% stake in Ather Energy, a startup company manufacturing electric scooters. It invested a further US$ 19 million (1.3 billion) in 2018.[21][22]

Operations[edit]

Hero MotoCorp has five manufacturing facilities based at Dharuhera, Gurgaon, Neemrana, Haridwar and Halol under Green Field stage. These plants together have a production capacity of over 7.6 million 2-wheelers per year.[23] Hero MotoCorp has a sales and service network with over 6,000 dealerships and service points across India. It has a customer loyalty program since 2000, called the Hero Honda Passport Program which is now known as Hero GoodLife Program.[24]

It is reported that Hero MotoCorp has five joint ventures or associate companies, Munjal Showa, AG Industries, Sunbeam Auto, Rockman Industries and Satyam Auto Components, that supply a majority of its components.[25]

The company has a stated aim of achieving revenues of 640 billion (US$9.3 billion) and volumes of 1 million two-wheelers by 2016–17. This in conjunction with new countries where they can now market their two-wheelers following the disengagement from Honda. Hero MotoCorp hopes to achieve 10 per cent of their revenues from international markets, and they expected to launch sales in Nigeria by end-2011 or early-2012.

Company performance[edit]

The company has sold over 70 million 2-wheelers since its inception in 1984 till March 2013.[3] It sold 6.07 million 2-wheelers in 2012, out of which 5.5 million were motorcycles. Hero Motocorp sells more two wheelers than the second, third and fourth placed two-wheeler companies put together.[3] Its most popular bike Hero Honda Splendor sells more than one million units per year.[26]

In 2013, Hero MotoCorp registered best ever calendar year performance of more than 6.1 million unit sales. By selling 625,000 units in the month of October, it became the first-ever manufacturer to cross landmark 600,000 unit sales in a month. In the last quarter of the year (in the festive season), the company sold more than 1.6 million units, while in non festive time in April–May 2013, it managed to sell out quite good numbers of units—1.1 million.[27][28]

Listings and shareholding[edit]

The equity shares of Hero Motocorp are listed on the Bombay Stock Exchange,[29] where it is a constituent of the BSE SENSEX index,[30] and the National Stock Exchange of India,[31] where it is a constituent of the S&P CNX Nifty.[32]

As on 31 December 2013, the promoters Munjal Family held around 40% equity shares in Hero Motocorp. Over 61,000 individual shareholders hold approx. 7.44% of its shares.[33] Foreign Institutional Investors hold approx. 30% shares in the company.[33]

Shareholders (as on 31-Dec-2013) Shareholding[33]
Promoter Group 39.92%
Foreign Institutional Investors (FII) 30.63%
Foreign Corporate Bodies 12.29%
Individual shareholders 06.44%
Insurance companies 05.38%
Mutual Funds / UTI 02.56%
Bodies Corporate 01.60%
Financial Institutions / Banks 00.53%
Others 00.60%
Total 100.0%

Employees[edit]

As on 31 March 2014, the company had 6,782 employees, out of which 66 were women (1.1%). It also had approx. 13,800 temporary employees on that date. The company had an attrition rate of 5.1% in the FY 2012-13.[3] The company spent 8.21 billion (US$120 million) on employee benefits during the FY 2012-13.[3]

Awards and recognition[edit]

  • The Brand Trust Report published by Trust Research Advisory has ranked Hero Honda in the 7th position among the most trusted brands in India.[34]
  • It received the 'Best value for Money Bike Maker' and 'Best Advertising' in Two Wheelers Category at the Auto India Best Brand Awards 2012.

Initiatives[edit]

The company started Raman Kant Munjal Foundation (RKMF), in 1992 when it was known as Hero Honda Motors Ltd., that looks after:

During the financial year, the company spent ₹1.4 crore on corporate social responsibility.

Sponsorship[edit]

Currently a Sponsor of the Caribbean Premier League Twenty-20 Cricket Franchise 2018, Hero also sponsors both of India's top-tier men's football leagues, the I-League and the Indian Super League, men's second tier league I-League 2nd division, women's top-tier league Indian Women's League and also the domestic football tournament Super Cup.

See also[edit]

References[edit]

  1. ^ "Board of Directors - Hero MotoCorp Ltd". Hero MotoCorp. Retrieved 19 January 2014.
  2. ^ a b c d e f "Hero Motocorp Profit & Loss account, Hero Motocorp Financial Statement & Accounts" (PDF). Hero Motocorp Limited. Retrieved 2 July 2019.
  3. ^ a b c d e f g h i "Annual Report 2016-17" (PDF). Hero MotoCorp. 3 April 2018.
  4. ^ "Honda Motorcycle overtakes Bajaj as 2nd largest domestic two-wheeler maker". The Hindu Business Line. 10 April 2013. Retrieved 15 January 2014.
  5. ^ "The World's Most Reputable Companies". Forbes. 21 November 2006. Retrieved 15 January 2014.
  6. ^ "NSE FactBook 2013". NSE India. Retrieved 19 January 2014.
  7. ^ "Milestones". Hero MotoCorp. Retrieved 15 January 2014.
  8. ^ "Honda to Sell Hero Stake at Half Market Price". WSJ. 9 March 2011. Retrieved 15 January 2014.
  9. ^ "Hero gets Honda stake at big discount". The Economic Times. 9 March 2011. Retrieved 15 January 2014.
  10. ^ "Investment arm to merge with Hero MotoCorp". The Hindu. 5 June 2012. Retrieved 15 January 2014.
  11. ^ "Automobile Industry India". Imagin Mor Pty Ltd.
  12. ^ "Hero to buy out Honda's stake". Indian Express. Retrieved 18 December 2010.
  13. ^ "Munjal family & Honda Motor to discuss Hero Honda split today". The Times of India. 16 December 2010.
  14. ^ a b "Hero, Honda split terms finalized – The Times of India". The Times of India.
  15. ^ Hero approves Honda's exit from Hero Honda, India Infoline news service
  16. ^ a b c d "Hero goes global; to unveil new brand identity in London – Corporate News". livemint.com. 25 July 2011. Retrieved 4 August 2011.
  17. ^ "Hero MotoCorp forms JV in Bangladesh; to set up manufacturing plant". Retrieved 2 July 2015.
  18. ^ "Hero MotoCorp picks up 49.2% stake in US-based Erik Buell Racing for $25 million". Economic Times. 1 July 2013. Retrieved 19 January 2014.
  19. ^ http://www.cycleworld.com/2015/04/15/erik-buell-racing-files-for-bankruptcy-protection-and-ceases-operations/
  20. ^ http://articles.economictimes.indiatimes.com/2015-07-28/auto/64957907_1_hero-motocorp-ltd-settlement-agreement-erik-buell-racing
  21. ^ "Hero MotoCorp To Invest Up To ₹ 205 Crore In Ather Energy". NDTV Auto.
  22. ^ "Hero MotoCorp to refuel Ather Energy with $19 mn". VCCircle. 25 July 2018. Retrieved 30 July 2018.
  23. ^ "Hero MotoCorp plans 6th plant, scouts for site in South India". The Economic Times. 17 June 2014. Retrieved 17 July 2017.
  24. ^ "Hero MotoCorp New Two Wheelers , Motorcycles, Two Wheelers in India". goodlife.heromotocorp.com. Retrieved 17 July 2017.
  25. ^ Nandini Sen Gupta (10 March 2011). "Hero-Honda split: Honda restrategizing its vendor policy". Economic Times.
  26. ^ "Every Village, Every Home". Forbes. 183 (12). June 2008. p. 80. ISSN 0015-6914.
  27. ^ "The Story Behind Hero MotoCorp's Milestones in 2013". 15 January 2014.
  28. ^ "Hero MotoCorp records 5.3 per cent sales growth in third quarter - BikeWale".
  29. ^ "Hero MotoCorp Ltd". BSEindia.com. Retrieved 23 January 2014.
  30. ^ "Scripwise Weightages in S&P BSE SENSEX". BSE India. Retrieved 23 January 2014.
  31. ^ "Hero MotoCorp Limited". NSE India. Retrieved 23 January 2014.
  32. ^ "Download List of CNX Nifty stocks (.csv)". NSE India. Retrieved 23 January 2014.
  33. ^ a b c "Shareholding Pattern - December 2013". MoneyControl.com. Retrieved 23 January 2014.
  34. ^ "India's Most Trusted Brands 2014". Archived from the original on 2 May 2015.

External links[edit]