The story of motorcycles in India is a good case study of how fortunes changeovernight. Motorcycles in India were hardly popular and Hero Honda was theonly player, which had carved a niche for motorcycles. Its market was small andlimited while scooters ruled the roost but today, it is one of the biggest successstories. Its established presence in the motorcycle segment had stood it in goodstead in this phase of boom in motorcycle sales. The fact that no other playercommanded the brand name which Hero Honda enjoyed in motorcycle segmentalso added up to its success. In addition most other players such as Bajaj, TVS,LML etc., took time to assimilate the change in customer preferences and comeup with models to buck the trend. Meanwhile Hero-Honda's designs were readyon the platter. Its R&D had been able to come up with models such as CBZ,Passion etc., in the premium segment to capture the hot demand. Riding highon the expectations of consumers, Hero Honda has successfully crossed overthe one million units mark in motorcycle sales. Its popular model Splendor is thelargest selling motorcycle in the world. To give a boost to its youthful image the company has chosen Saurav Gangulyand Hrithik Roshan as brand ambassadors. The company has also embarked onin-film advertising in a forthcoming Hindi movie. In order to expand its reach torural areas, the company has recently launched a marketing initiative in townswith a population of less than 50,000 in Uttar Pradesh. As a part of thisinitiative, it started a mobile workshop and showroom, through which peoplewill be able to gather knowledge about the companies' vehicles and can alsobuy them. These mobile marketing efforts are focused on Splendor and Joy.