The world’s biggest bicycle manufacturer, Indian owned Hero Cycles is today (Thursday May 3) launching its keenly anticipated new range of bikes for the UK and European market under the new ‘Insync’ brand in Manchester.
Patrick Robinson, International free-rider from Wakefield, Avocet Sports Limited’s CEO Sreeram Venkateswaran and three-time BMX world champion Shanaze Reade, from Crewe
The Insync range of 75 new bikes is the first designed by Hero’s new design team operating from the £2 million Hero Cycles Global Design Centre (HGD) in Manchester, which opened in January 2017 following Hero’s investment in the Manchester based distribution house Avocet Sports Limited. Top bike names including three-time BMX world champion Shanaze Reade, from Crewe, will showcase the new Insync range to an audience of dignitaries and industry leaders at Old Trafford football ground, home of Manchester United.
L-R: Three-time BMX world champion Shanaze Reade, from Crewe, Avocet Sports Limited’s CEO Sreeram Venkateswaran and Patrick Robinson, International free-rider from Wakefield
The Ludhiana-headquartered operation is using its UK base as a spring board into mainland Europe integrating cycling into major projects involving smart cities, carbon emission reduction and traffic management.
Avocet Sports Limited’s CEO Sreeram Venkateswaran hailed the Insync launch as a ‘watershed moment’ for Hero as it seeks to grow its global market share. He said the new Insync range is designed to become one of the world’s leading bicycle brands for the mid-premium market in the £250 to £1500 price range.
“Today marks a fundamental change in our approach to the market.” he said. “Launching Insync is a hugely exciting moment for Hero Cycles, the moment when we truly arrive in the UK and European bike market. Hero has taken the brands of Viking, Riddick, Ryedale and DeNovo and totally redesigned the range to operate under the new Insync masterbrand which is very much aimed at the family and leisure market (see notes to editors 1). But the big change is that we now have a very talented team of passionate and technically astute bike designers taking Avocet and the brands to another level. The Viking, Riddick, Ryedale and DeNovo bikes are now better engineered and better made than ever before. Launching Insync is the beginning of a journey for our new design team, as a company we are very ambitious to create the best bikes for our market sector. Consumers can expect to see lots of design innovations and improvements as the Insync brand grows. Insync’s launch sets us on an upward trajectory.”
Mr. Venkateswaran said, “Hero Cycles is able to deliver top quality bikes at a great price because of its business model.”
“With the backing of Hero Cycles we have been able to produce a range of bikes that catapult these brands into a whole new league in quality,” he said. “The twist is quality at a competitive value and price. It is precisely because we own our supply chain and operate four manufacturing centres it is much easier for us to make bikes to the highest standards, passing the saving to the consumer. The new Insync range can be a real industry disruptor.”
Mr. Venkateswaran said, “Insync is a carefully crafted and created brand geared around fun, fitness and leisure.”
“The Insync range is made for the family, helping them to relax and be active and healthy.” he said. “We see the Insync range as giving similar health benefits more like yoga, relaxing the body and mind and bringing oneself in sync with the surroundings. Recent reports suggest that cycling in older age can, for example, strengthen the immune system and protect people against diseases (see notes to editors 2). Insync attempts to build a cycling culture that drives happiness and health.”
Mr. Venkateswaran said, “Hero has also made a fundamental change to its sales strategy by deploying a new multi-channel approach to support the new Insync range.” He said, “Insync will be available to consumers through the traditional Independent Bike Dealer (IBDs) sales channel along with a new direct to consumer sales approach. This will take the form of a new online sales platform launched in partnership with THG Ingenuity, the proprietary technology platform of leading online Beauty and Wellbeing business The Hut Group.”
“This partnership enables Insync to be supported with a fully tested and integrated logistics solution which will ensure ease of buying, faster reach to our consumers and customer support services. This gives us the best possible buying experience. Our consumers will always have access to the entire range of bikes and all the latest offerings.”
Mr. Venkateswaran said, “The new Insync brand will help IBDs, who will benefit from a more coordinated marketing campaign designed to ramp up awareness and demand for a better range of bikes.” He said, “The IBDs will also benefit from the online availability of marketing and communication assets, thereby improving both the efficiency of selling process and buying experience of the consumer.“
The Insync bike range will be available to buy online: www.insyncbikes.com and from all good Independent bike dealers.
For more details on the Insync range:
Notes to Editors
1) Bike specification changes.
Price: Was £250-£399 now £250-£1500
Target market: Outdoors bike for men. Viking Pro Range model includes city, touring and road bikes.
What’s changed? One of the most competitive bikes at the price range. Full Shimano group set, lighter, tighter rear triangle enabling better power transfer, stiffer and more responsive better for cornering and generally a more lively performance. Return of classic logo with minimal retro graphics for better urban look.
Price: was £400 now £400-£1500
Target market: Action and adventure bike range for male cyclists of all ages.
What’s changed? Lighter due to new butted tubes and hollow bb cartridge, more robust and more precise handling. Very competitive high quality components for price range including RockShox forks, WTB rims and Selle Royal seat.
Price: was £250 – £500 now £250 – £1200
Target market: Lifestyle bike range for women, fashionable and healthy.
What’s changed? Appearance now more contemporary and modern with greater attention to detail. Colour range more co-ordinated and on-trend, basket trim redesigned and basket can now clip off. Bikes are lighter switching from steel to alloy frame, ride generally easier and requires low maintenance.
Insync Denovo film
Price: was £150-£299 now £150-£499
Target market: Mid-premium Childrens’ bike range ages five – 12 years.
What’s changed? Better designed and more sophisticated and stylish with on trend graphics and colours. Range now mid premium rather than mass market. Bikes frame lighter switched from steel to alloy 6061. Design team consulted with paediatric physiotherapist to improve weight and reach dynamics of bike. Safety paramount, easier for learning to ride. Competitively priced.
2) Study of 125 long-distance cyclists, some now in their 80s, found they had the immune systems of 20-year-olds. Visit BBC report
Hero Cycles Limited
Hero Cycles Limited was founded in India in 1956. It is the largest bicycle manufacturer in the world by volume producing 19,000 cycles per day and 5.2million per year. This represents one out of every 20 of the world’s bicycles. Hero Cycles has manufacturing units in Ludhiana (Punjab), Bihta (Bihar) & Ghaziabad (UP). It is part of the Hero Motors Company which has revenues of $400 million and $1.2 billion in assets employing circa 8,000 staff.
The company exports to more than 70 countries through a network of circa 250 suppliers and 2800 dealerships. Its bike range includes road bikes, hybrid bikes, children’s bikes, electric-bikes, mountain bikes, BMX and roadster models. Hero in India also manufactures automobile components like chassis for cars, safety components and transmission for motorcycles.
In August 2015, it acquired British brand Avocet Sports with 51pc stake targeting high-end bicycle market in Europe and now has full ownership. In 2015, it also acquired Firefox Bikes – India’s largest premium bicycle brand with an established presence Pan-India through a network of 160 outlets. In 2016, it acquired a majority stake in Sri Lanka’s leading bicycle manufacturer BSH Ventures, further boosting its manufacturing capacity. As part of major expansion plans across Europe it launched the £2million Hero Cycles Global Design Centre (HGD) in Manchester, UK, in January 2017. The design hub is led by creative minds from across the world including innovators from India, Taiwan and Denmark.
Hero Cycles is ISO9001 & ISO14001 Certified from BVC of UK and recognized by the R&D department by the Govt. of India.