Reference Auto

Hero Honda is cashing in on the Commonwealth Games fever by launching the Passion Pro Games limited edition motorcycle for a price tag of Rs 46,300 (ex-showroom Delhi).

The bike is embossed with a special XIX CWG 2010 insignia on its side cover. This brilliant marketing strategy could spurt the two-wheeler maker’s sales, although in the short term. The limited edition Passion Pro will come with a 100cc engine that produces 7.5 ps at 8,000 rpm.

Hero Honda, which is the world’s largest two-wheeler manufacturer, said the new Passion Pro is a collector’s item to celebrate the company’s association with the Games.

"We are confident that the bike will be a craze among the sports-loving youth due to its design, looks and irresistible features,” Hero Honda Motors senior-vice president (marketing and sales) Anil Dua said.

“The new bike has a white body with sporty looks, striking new dual-tone blue and green graphics inspired by colours of the Commonwealth Games,” Dua added.

The latest launch comes on the backdrop of two recent roll outs — that of the new Super Splendor and Splendor Pro.

The Passion bike brand was first launched in 2001 and has turned out to be one of India’s most popular motorcycles. The brand was refurbished in 2003 as Passion Plus and Passion Pro was rolled out in 2008 with a new feature — that of a power start.

Hero Honda has seen robust sales in September this year. For the fifth time in a row, the two-wheeler giant had registered more than four lakh sales in a single month with the figure standing at 4,33,641 units, a growth of just over 8%.

The limited edition Passion Pro has mainly been targeted at the youth and the company has also enhanced overall presence by trying to create awareness about the Commonwealth Games.

But the limited edition Passion Pro could lose sheen after the Commonwealth Games are over and only help Hero Honda’s sales rev up in the near term.