Hero Lectro Implementing New Sales and Distribution Strategy For E-Cargo Vehicles

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Lectro’s cargo e-vehicles are majorly aimed at attracting self-employed workers in the last mile delivery service

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To strengthen the market presence of its newly launched e-cargo vehicles, Hero Motors Company’s e-bike venture Hero Lectro has announced that it is rolling out a new sales and distribution strategy.  

The company said that the need to establish a new sales channel rather than using Hero Cycles’ or Hero Lectro’s existing wide distribution networks arises from the fact that e-cargo vehicles have an entirely different target consumer than bicycles or conventional e-cycles.

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Hero Lectro recently announced the launch of its first purpose-built cargo vehicle Hero Lectro WINN. The first of its kind cargo vehicle to hit the Indian market will soon be supplemented by a three-wheeler cargo vehicle.

Lectro’s cargo e-vehicles are majorly aimed at attracting self-employed workers in the last mile delivery service as these purpose-built vehicles have a huge potential of improving earnings and optimising costs for them as compared to currently used motorised two wheelers.

“Our target clientele for Hero Lectro WINN and other e-cargo vehicles is the consumer who currently buys motorized two-wheelers because over 90 per cent of e-commerce deliveries are happening on motorcycles or scooters,” said Partha Choudhary, President and CEO, Hero Lectro.

Initially, the brand is creating new sales channels for its e-cargo vehicles across 10 cities, with a target of up to 80 multi-brand outlets in Delhi-NCR alone. It aims to partner with around 10 distributors in the Delhi-NCR region.

“By the end of this financial year, our objective is to establish our Cargo E Bike’s visibility at up to 80 multi-brand outlets where our target consumer currently visits to buy alternative vehicles across Delhi NCR. We have envisaged a density of one outlet every 7-8 kms. This model will then be replicated across 9 other cities namely Bangalore, Hyderabad, Chennai, Mumbai, Kolkata, Pune, Visakhapatnam, Lucknow and Agra,” Choudhary added.

By making its Cargo E-bikes available at outlets selling motorised two-wheelers, both new and used, Hero Lectro is aiming to attract this clientele towards its more viable alternative as switching to an E-bike implies considerable savings in operational costs along with greater resource optimisation.

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