The Pleasure is an automatic scooter from the stable of Hero Motocorp in 2008. It was the first scooter manufactured by Hero, traditionally a motorcycle company, and was received very positively. As of 2013, it sells in the range of 40000 units every month, and is second only to the Honda Activa in a rapidly growing scooter segment.[citation needed] The Pleasure was unique at a marketing level more than at a product level. It was positioned sharply as a womens scooter with the brand tagline Why should boys have all the fun? 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. The Pleasure features a 100cc engine with variomatic drive transmission system and an engine swing arm suspension system. 2013 saw a number of improvements in the Pleasure, and included a Pleasure Limited edition and the All New Pleasure