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PULSAR today presented «Los Héroes de las Calles», its new regional campaign dedicated to the thousands of people who travel the streets of Central America on two wheels every day: those who work, study, and get ahead thanks to their motorcycles. The campaign is being launched simultaneously in five markets: Guatemala, El Salvador, Honduras, Nicaragua, and Costa Rica.
PULSAR is the preferred motorcycle brand for Central Americans, with a portfolio of three series that responds to every need: the Classic Series, reliable and durable, chosen for its quality and economy; the N Series, precise and urban-style, with the technology and performance that the city demands; and the NS Series, powerful and high-performing, for those seeking excitement and adrenaline. An option for every budget and every journey. This close connection with the user is what gave rise to «Los Héroes de las Calles».
«Los Héroes de las Calles». The concept of «Los Héroes de las Calles»,stems from a brand conviction: true heroism lies not in grand feats, but in the perseverance of those who start their motorcycles every morning to fulfill their responsibilities. Based on this premise, the leading brand PULSAR is building a narrative that recognizes the Central American motorcyclist as the protagonist and accompanies them with the new PULSAR N125, a model designed to meet the demands of the street with technology, design, power, and reliability.
“With «Los Héroes de las Calles»,we want to express something that, thanks to our PULSAR brand, we deeply believe: true heroism is on the streets, in every Central American who gets on their motorcycle to go to work, to get home, to get ahead. That’s why we are proud that this campaign comes hand in hand with the first alliance of its kind in Central America between a motorcycle brand and a global film franchise: uniting our name with that of an icon like Spider-Man is to recognize those everyday heroes who drive the region.” The new N125 embodies everything we stand for: cutting-edge technology, distinctive design, real power, and the confidence of a global brand like Bajaj. This campaign confirms the brand’s direction: aspirational, modern, and close to its people. This is how we celebrate 26 years of Pulsar, riding alongside them.
“Estuardo Guerra, Pulsar Brand Manager, GRUPO UMA CENTROAMÉRICA. An unprecedented alliance in the region. To take the campaign to its fullest expression, PULSAR announced an alliance with Spider-Man: A New Day, through Sony Pictures, coinciding with the film’s release in theaters across the region in july 2026. This is the first alliance of its kind between a motorcycle brand and a global entertainment franchise in Central America, a milestone no other brand in the category has achieved in the regional market.
The partnership is no coincidence: the web-slinging hero is, above all, an urban and relatable hero, moving among the people and responding when the city needs him, renowned for his agility and power”. That same identity is what PULSAR recognizes in its community of motorcyclists, making Spider-Man: A New Day the natural partner for the campaign. An aspirational, modern, and reliable brand.
With this campaign, PULSAR strengthens its positioning as an aspirational, modern, and reliable brand, embracing the design and style, power, and technology that define the new N125. The partnership with a globally recognized icon projects the brand’s global support and its commitment to performance and durability, attributes at the heart of every PULSAR motorcycle.
Through an emotional, consistent, and culturally relevant narrative, «Los Héroes de las Calles» reaffirms consumer confidence in PULSAR’s performance, durability, and global support, aiming to increase brand consideration, preference, and choice at the time of purchase, and to consolidate its leadership in the Central American market.
