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Can Honda's Shine 100 end Hero's dominance in 100cc segment?

Shine 100 is the first 100cc motorcycle launched by Honda


Over two decades since Japanese auto giant Honda went solo in the Indian two-wheeler market, it has seen rapid growth to emerge as the country's second largest player. Its success is largely driven by the strong demand for its Activa scooter and 125cc motorcycles like the CB Shine.

However, it's erstwhile partner Hero continues to lead the market, thanks to its dominance in the entry-level 100cc motorcycle segment. The 100cc segment is synonymous with the Hero Splendor motorcycle.

According to data from FADA (Federation of Automobile Dealers), Hero MotoCorp sold 3,90,673 units overall in February 2023 and had a market share of 30.83 per cent. HMSI sold 3,02,184 units and had a share of 23.85 per cent.

Honda Motorcycle and Scooter India (HMSI) has now taken a big step to challenge Hero's dominance in the entry segment by launching the Shine 100.

This is the first 100cc motorcycle launched by Honda and will cost Rs 64,900 ex-showroom in Maharashtra.

Honda Shine has been a leading brand in the 125cc motorcycle segment and wants to carry over this brand popularity over to the 100cc segment.

The Shine 100 gets an all new engine compliant to the upcoming OBD2 norms. It also gets an all new lightweight durable steel frame.

The motorcycle has been targeted at the cost-conscious customer and the semi-urban and rural markets. Rural markets contribute to about 65 per cent of the 100cc motorcycle segment.

In recent years, the overall contribution of the entry-level segment has fallen, but it still remains a large segment. The 100cc motorcycle market accounts for as much as 28 per cent of the overall two-wheeler market. Hero sells the HF 100, HF Deluxe and Splendor+ in the segment. Bajaj Auto has the Platina 100.

Last year, the overall two-wheeler market grew 16 per cent, the 100cc segment saw a five per cent uptick.

Honda officials are hopeful the reliable performance, comfortable ride and affordable price will drive up demand for the Shine 100 motorcycle.

The company hopes to sell 3 lakh units of the motorcycle in the first year.

"We are confident that with this kind of entire package, including reliability, durability and economy of the product, along with the price, we will touch the three lakh volume,” said Yogesh Mathur, operating officer, sales and marketing at HMSI.

The Shine 100 comes in five colours and features include 1,245 mm long wheelbase, 168 mm high ground clearance, all black alloy wheels, combi-brake system, side stand with engine inhibitor among other things.

Honda has already opened bookings for the new motorcycle. The production of Shine 100 is expected to begin next month and deliveries will start in May 2023.

If the Shine 100 is successful, there is a good chance that HMSI could race ahead of Hero and become the largest player in the next few years.


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