I was so excited when the Hero Mavrick 440 first arrived. It was Hero’s big entry into the premium motorcycle space and on paper, they finally got it right. But now, not even two years later, the Mavrick 440 has vanished from showrooms. No fanfare, no price cut, no goodbye edition. Just discontinued.

What’s surprising is that this wasn’t a bad bike. Far from it. The 440cc engine co-developed with Harley-Davidson was good. It was refined, had decent power and looked the part with that neo-retro design. But in a segment where perception matters more than numbers, the Mavrick never found its footing.

The truth is Harley-Davidson X440 stole the show. Sharing the same platform, the Harley had more brand value, better design and a stronger emotional connect. Buyers who walked into showrooms didn’t hesitate. They picked the Harley, even if it meant paying more. You can’t blame them. The badge alone did half the selling.

Hero’s effort felt like it got lost in its own shadow. The marketing didn’t create enough buzz. The design didn’t scream premium. And the dealership push wasn’t strong enough to compete.

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So now with the Hero Mavrick 440 out of the picture, the spotlight is fully on the Harley X440. It’s the clear winner in this sibling rivalry, proving once again that brand story and perception are often more powerful than shared specs.