Hero Pleasure

The  Hero Pleasure is an automatic scooter manufactured in India by Hero Honda. It was launched in 2005.

History
It was the first scooter manufactured by Hero Honda, traditionally a motorcycle company, and was received very positively. , it sold in the range of 40,000 units per month, and is second only to the Honda Activa in a rapidly growing scooter segment.

The Pleasure was unique at a marketing level more than at a product level. It was positioned sharply as a women's scooter with the brand tagline "Why should boys have all the fun?" conceived by team FCB-Ulka. It thus polarized the entire scooter market, with offerings being positioned either specifically male or female. The Pleasure thus carved a niche for itself, and quickly went on to capture almost 17% of the market in a short space of time. In 2020, the Hero Pleasure was discontinued and was replaced by the Hero Pleasure Plus.

Features
The Pleasure features a 102 cc engine with variomatic drive transmission system and an engine swingarm suspension system.

2013 saw a number of improvements in the Pleasure, and included a Pleasure limited edition and the All New Pleasure.