Hero Cycles Partners Yamaha To Launch High-End E-Cycles In India

Hero Cycles Ltd. on Tuesday said it has partnered with Japan's Yamaha Motor Co. Ltd. to launch the Lectro e-cycle series in India. Priced at around Rs 1.30 lakh, Lectro EHX20 is a high performance e-cycle powered by Yamaha, the company said.

Hero Cycles plans to plug this product in the metros and target the high disposable income group, which are spending on healthy lifestyle and physical fitness.

The company plans to add more models in 'Lectro E-cycle, powered by Yamaha' series and will adopt multi-channel retail strategy to reach the customers through its own sales network, multi-brand stores and the online sales channels.

Lectro EHX20 is the outcome of a three-way strategic partnership of Hero Cycles, Yamaha and Mitsui & Co., which was initiated last year.

"The alliance, brought together by Mitsui & Co., is aimed at creating technologically superior high-performance products through collaboration between Hero Cycles and Yamaha Motor electric drive units, with go-to-market sales, distribution and marketing support by Mitsui & Co.," it said.

This is first e-cycle which is driven by a center motor, an automotive part to help steep incline riding, and can run up to 60-70 km on a charge time of 3.5 hours. It is powered by a triple sensor technology of torque, speed and crank, the e-cycle gives a sharp pedalling response/assist and improved power support at higher cadence.

"It is the first branded e-cycle which is driven by a center motor and resultantly delivers a high performance experience suitable forextreme adventure sports," said Pankaj Munjal, managing director of Hero Cycles.