[Tushar]

Hero MotoCorp has confirmed Tiger Woods as their new global brand ambassador. The Indian two wheeler maker is hoping to improve its connect with markets such as the USA & Europe. Hero MotoCorp is the world's largest two wheeler maker, but currently has little recognition in the regions.

Woods has signed a four year deal with the brand for an undisclosed amount. The announcement came in 2 days before the PGA world challenge begins. Hero signed on as a title sponsor for the event in September 2014 & it is now called the Hero World Challenge.

Tiger Woods isn't likely to have a strong connect with commuter motorcycle buyers. However, Hero plans to launch premium offerings like the 620 cc 'Hastur' street fighter & 'Leap' hybrid scooter in the future. The partnership with Woods could be seen as a move to lay down the brand's foundation for such models in developed markets.

Source: Livemint

[srishiva]

Its for 250 crore. Hopefully, they will devise a strategy to make use of that amount !

[Captain Slow]

Originally Posted by srishiva

Its for 250 crore. Hopefully, they will devise a strategy to make use of that amount !

I am sure they will! By Introducing a new Splendor called the Splendor Tiger +

[Mik]

I am not able to wrap my head around this partnership. How does a Golf icon connect to a motorcycle brand. Traditionally Golf has been associated with premium brands and connoisseur products.
A Hastur or any of Hero's new products are pretty edgy when it comes to design and will appeal to an entirely different segment of buyers. Wouldn't a more 'edgy' celebrity like a Hollywood bad boy or an action sports icon (Hamilton?) be a better choice.

Please throw some light - Strategy/Marketing people ?

[veedub89]

Damn man I had no idea I wanted to see Tiger Woods riding a Splendor.

On a serious note, Hero sponsors a lot of tournaments at my club and I believe Hero is also a sponsor for the PGTI so getting Tiger will help give the game a boost. Media attention is always a good thing. I believe this is the first instance in which a Indian manufacturer has gone for a big sporting celebrity. Hugh Jackman for Micromax does not count.

[kumarshah]

Hero has identified global growth and new markets as their next strategy. The majority of their executive focus is going into that.

Even on the domestic front I see the talk of global expansion and focus creeping in. Unfortunately this is not that helpful to the domestic consumer or the dealer.

[anoop_lamba]

In my opinion the thinking behind this move must be that Tiger Woods is a face well known around the world. That is something you are looking for in a brand ambassador when you are targeting overseas markets especially the Americas.
Still how did they zero in on him is something quite surprising.

[Nithesh_M]

Originally Posted by Mik

I am not able to wrap my head around this partnership. How does a Golf icon connect to a motorcycle brand. Traditionally Golf has been associated with premium brands and connoisseur products.

I think it has a lot to do with the two sides having a very publicized split from their previous partners? Atleast that's the only common thing I can think of to bridge these two

[nishsingh]

Originally Posted by veedub89

I believe this is the first instance in which a Indian manufacturer has gone for a big sporting celebrity. Hugh Jackman for Micromax does not count.

Not a sporting celebrity, but I guess the first Indian guys to go big globally were Bajaj. Or have we forgotten Jackie Chan and his 'Discover'y of India?

[Samurai]

Originally Posted by anoop_lamba

Still how did they zero in on him is something quite surprising.

They are probably hoping that Indians don't know about his sex scandal which rules him out of most endorsements.

[nishsingh]

Originally Posted by Samurai

They are probably hoping that Indians don't know about his sex scandal which rules him out of most endorsements.

Maybe he adds that sex appeal that Hero Motors is desperately looking for?

On a more serious note, I guess this endorsement is bound to get noticed given that Tiger Woods would hardly have any endorsements since the scandal came out in the open.

[anoop_lamba]

Originally Posted by Samurai

They are probably hoping that Indians don't know about his sex scandal which rules him out of most endorsements.

On the lighter side, that is the only thing most if us Indians know about him. Golf? What's that?

[alpha1]

Do they have plan for larger/different bikes than their current stable or they wish to beat the Karizma and Splendor horses dead even abroad?
They could've invested this 250 crore in R&D and produced results in 4 years time ... ?


ooops, missed the point about 'Hastur'

[GTO]

Must say, Hero MotoCorp sure is pushing all the right buttons in terms of publicity. They're on a roll ever since the divorce with Honda. Lets not forget that, in 2013 WITHOUT Honda, Hero recorded its best ever annual sales.

They showcased a wide range of bikes at the Expo, is beefing up its export presence, just announced two new plants internationally, acquired a good stake in Buell motorcycles etc. etc. And now, they get one of the biggest sports celebrities as their brand ambassador.

Post the separation from Honda, Hero is doing a lot, lot better than most people predicted they would. Good show!

[roy_libran]

^ True that GTO!

And to add, me thinks that Woods (sic) is the optimum choice given the snazzy lineup they expect to launch.
HERO might be trying to rely on some implicit connection between the types of opportunities Woods had (off the field, of course!) and the potential for the same for the customers of their future products.

What a great strategy!