Hero MotoCorp, the world’s largest two-wheeler manufacturer, is aggressively pursuing electric vehicle (EV) development. The company is investing heavily in EV research and development at its facilities in Rajasthan, India, and Stephanskirchen, Germany. Despite these efforts, a significant obstacle stands in Hero MotoCorp’s way: it cannot use the “HERO” brand for electric mobility.
The “HERO” brand name for electric vehicles is already taken by Hero Electric, a separate company led by Naveen Munjal, a cousin of Hero MotoCorp CEO Pawan Munjal. Naveen, the son of Vijay Munjal, has managed Hero Electric since 2007. According to a 2010 family settlement, Hero MotoCorp and its promoters are prohibited from using the “Hero” name for any battery-powered two-, three-, or four-wheeler. Hero Electric holds global rights to the Hero brand for electric mobility, both personal and commercial.
Naveen Munjal has warned that Hero Electric will take legal action if Hero MotoCorp violates this agreement. However, Hero MotoCorp is still free to enter the electric vehicle market under a different brand name, as there is no restriction on other family members. Nevertheless, entering the EV space without the recognizable HERO branding presents a major challenge.
Earlier this year, Hero MotoCorp announced a strategic partnership with Taiwan-based Gogoro, a leader in electric mobility. Gogoro will collaborate with Hero MotoCorp to develop electric two-wheelers in India. In addition to vehicle development, Gogoro will provide expertise in urban battery swapping and smart mobility innovations. Gogoro will also assist Hero MotoCorp in building a comprehensive charging network across India.
In May, Gogoro filed patents for the Viva electric scooter in India, covering both its design and name. This move suggests that the Viva could be launched as a rebranded Hero MotoCorp electric scooter. Hero MotoCorp plans to officially enter the EV market in March 2022 with its first electric two-wheeler, expected to be the rebadged Gogoro Viva.
Hero MotoCorp also has another electric scooter in the pipeline — the Maestro Edge Electric, set to launch next year. Test versions of this e-scooter have been spotted multiple times recently. Before proceeding, however, Hero MotoCorp must resolve its dispute with Hero Electric or come up with a new brand name for its EV lineup.