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Introduction
Royal Enfield is a luxury adventuring Gear Company those markets: motorcycles, motorcycle accessories,
camping equipment, clothing and accessories for men and women as well as hunting and fishing apparatus.
Above that Royal Enfield is a style and a belief that discovery and adventure are pursuits of the highest
order.
The expeditionary of the road that combine the ruggedness of the world traveller with the sensitivity of a
cultured individual are the core values that should be exemplified in every aspect of the Royal Enfield
brand. From the products and packaging to copy text and customer service every aspect of Royal Enfield
is considered to be strong and gentle, much like the reputation that Royal Enfield motorcycles have enjoyed
throughout their history, i.e. style and durability. Every customer of Royal Enfield is considered as a part
of the Royal Family.
Royal Enfield is about adventure in style. Distinctiveness from the traditional biker’s image is the
company’s hallmark. It brings quality to the unique relationship a rider has with his
1
Motorcycle. The brand provides a complete line of product for the modern road trip. From the legendary
line of motor cycle, accessories and clothing to camping and hunting equipment’s. The Enfield bikes are
complete packages of everything one might need to embark on a number of adventures. Royal Enfield
offers a new perspective on the riding and travelling on a motorcycle.
It aims to bring back the good old days of style and global discovery.
To its customers in India and elsewhere in the world, Royal Enfield means more than just motorcycles; it's
a sense of belonging to an exclusive community with unfading passion, emotion and interest. Royal Enfield
motorcycle is known for its Versatility, Uniqueness and is built to last and is also perceived as a machine
in a class of its own and synonymous with Leisure and Adventure; riding and charting up the miles.
CHAPTER 2.
Journey of Enfield
Hunt End, England was a village of several small mills manufacturing needles and fish-hooks. It was here
in 1851 that George Townsend put up his needle-making mill, which he named Givry
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Works. But it was until his passing away that his son, George Jr. and his half-brother brought‟ into Givry
Works one of the first 'boneshakers' – a crude cycle. It had a backbone of iron, with wooden wheels, iron
tires and pedals of triangular pieces of wood! Though the bike was a source of some amusement, George
and his team felt they could easily improve on it. The earliest modern safety bicycle with two wheels of
equal size had appeared in about 1880. All manufacturers were trying their hand at this new venture. So
was George Townsend Jr. By luck, he chanced upon an invention in his neighbourhood – a saddle that only
used one length of wire in the two springs and in the framework. This was adopted, patented and marketed
as the 'Townsend Cyclists Saddle & Spring'. He had entered the bicycle parts trade!
From bicycle parts, Townsend slowly moved on to producing bicycles himself. He was also supplying a
wide range of parts to other manufacturers - Givry Works was growing rapidly. Over the next three years
he developed his own range of over two-dozen machines. Each machine, known locally as the 'Townsend
cycle' was reputed for its sturdy frame, a character that all Enfield bikes would follow.
1891 A Little Trouble-Townsend got himself into a bit of financial trouble in about 1890 and called in
some financiers from Birmingham. Unfortunately, they didn’t quite see eye to eye. So, Townsend
parted ways with the financiers leaving the company to them. The financiers then brought in Albert
Eadie and R.W. Smith.
They took control of Townsend s in November 1891. The ‟ following year the firm was re-christened
„The Eadie
Manufacturing Company Limited. Soon after, Albert Eadie got a lucrative contract to supply‟ precision
rifle parts to the Royal Small Arms Factory in Enfield, Middlesex.
1892 Kick Starting Royal Enfield-A new company was created to market these new design bicycles
called „The Enfield Manufacturing Company Limited. By October 1892, the Enfield‟ bikes were
announced to the public.
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The following year the word Royal (after the Royal Small Arms Company) was added and thus Royal
Enfield began. Then in 1893 the Royal Enfield trademark „Made like a Gun appeared. ‟
Britain was caught up in a patriotic fervour and the slogan caught the spirit of the time. In 1899 the first
mechanical vehicle was advertised by Enfield Cycle Company. It was available in both tricycle and quadric
cycle form, powered by a De Dion 1.5 hp engine. The high wheels, solid tires, block chains and heavy
cross frames had by then given way to Diamond frames, the Hyde Freewheel, Enfield 2 speed hub and the
well-known Eadie Coaster. Then came the „Riche
Model with more refined fittings. By 1907, the cycle industry was still headquartered at‟ Redditch,
producing run-of-the-mill conventional cycles.
1897-Quadricycles
In 1897, R. W. Smith built himself a quadric cycle – a simple bike with four wheels and a French engine
placed under the saddle between the rear wheels. During the next two years several developments were
made.
About then, an Enfield quadric cycle completed the 1,000-miles road trial of 1900 organized by the
Automobile Club of Great Britain and Ireland. The Enfield vehicle was awarded the silver medal, although
it had its share of troubles and breakdowns.
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Motorcycles (1900 - 1910)
Buoyed by success, Smith and Eadie decided to extend the range of quadric cycles and tricycles to include
motorcars. The first Royal Enfield cars were built in 1901 and were on the road in 1902. It was an 8hp,
using a DE Dion engine. The body was made in Leicester and painted yellow hence car was known as
„The Yellow Car. But this was just a temporary phase, a wild‟ romance that was soon to die.
1909-Motorcycle Craze
It would be interesting to note here that motorcycling was thought to be a temporary enthusiasm that would
soon fade out! A brief spin on a motorbike then took several hours of preparations tuning the tiny
watercooled engine, getting the tires pumped, the gears oiled and a supply of spare parts packed. In 1909,
Royal Enfield took the biking world by surprise. At the motorcycle show that year, they displayed a small
2 1/4 hp V twin-engine machine built in the Swiss tradition, which ran very well. A slightly larger model
was developed in 1911. A 2 3/4 hp, with all chain drive incorporating the well-known Enfield two-speed
gear.
This model stood up until 1914.
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The Royal Enfield Bikes (1911 - 1920)
1911-Enfield and the War
The First World War began in 1914. Royal Enfield was called on to supply motorcycles to the
British War Department and even awarded a contract to build bikes for the Imperial Russian Government
during the same period. The machine gun combination and the 6hp stretcher carrying outfit were some of
the models produced for the war purpose. Enfield started using its own engines - a 225cc two-stroke single
and a 425cc V-twin about this time. Post-war, it produced a larger 976cc twin and continued to produce
the two-speed 225L until 1929. In 1917, the officers of the Women s Police Force were issued with a 2
1/4RE 2 stroke. Interestingly, the‟ models of this period featured 600cc, inlet-over-exhaust, closed valve
gear, hand-operated oil pump, two-speed countershaft gearbox and chain final drive. In the 1913-1914
Enfield V-Twin the lubricating oil was contained in a glass tank attached to the frame tube that ran from
the seat to the rear of the engine. This worked perfectly and had the added advantage of providing an
instant visual check of oil levels. The 1915 make 675cc in-line 3-cylinder 2-stroke prototype was the
world’s first with this configuration and engine type. ‟
1924 The First Four-stroke-The interwar year was a period when the sidecar reached its zenith.
In July 1925, the Royal Enfield V-Twin-engine Dairyman s Outfit took part in the ACU Six‟ Days Trial
for Commercial Sidecars and obtained a Special Certificate of Merit for completing‟ an arduous course
without loss of marks. The year 1924 saw the launch of the first Enfield four stroke 350cc single using a
JAP engine.
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1928-The Depression
In 1928, Royal Enfield adopted saddle tanks and centre-spring girder front forks – one of the first
companies to do so. The bikes now with a modern appearance and comprehensive range meant continuous
sales even during the dark days of depression in Great Britain towards the end of 1930. In 1927 Royal
Enfield produced a 488cc with a four-speed gearbox, a new 225cc side valve bike in 1928, and a fourstroke
single in 1931. Several machines were produced in the next decade, from a tiny two-stroke 146cc Cycas
to an 1140cc V-twin in 1937. Can you even imagine that Royal Enfield s range for 1930 consisted of 13
models! ‟
In 1931 a four-valve, single-cylinder was introduced, and christened 'Bullet' in 1932. It had an inclined
engine and an exposed valve gear. It was then that the first use was made of the now famous Bullet name.
Longer stroke, four-valve head exposed valves and heavily finned crank case were the features that ran
from 1932 until the end of 1934.
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1940 The Second World War
The most well-known offering for the Second World War was no doubt the „Flying Flea. Also‟ known as
the „Airborne, this lightweight 125cc bike was capable of being dropped by parachute‟ with airborne
troupes. The Flea was fitted into a steel tubular cage called the „Bird Cage, which‟ had a parachute attached
to it. The cage aided in packing turning handlebars easily. Post War Bullets (1941 - 1950)
1948 Bigger and Better
The 1939 Bullet 350 kick-started the post-war models. They used two rocker boxes for the first time. This
enabled better gas flow and consequently higher volumetric efficiency. Royal
Enfield’s own designed and manufactured telescopic front fork placed the red ditch marquee at the very
forefront of motorcycle design. The biggest advancement introduced by the new Bullet was its swinging
arm rear suspension system and hydraulic damper units themselves. In 1947
Enfield made a J2 - the first model with a telescopic front end, followed in 1948 by a 500cc twin (Enfield's
25bhp answer to the Triumph Speed Twin), which stayed in production until 1958.
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1949 The Indian Debut
In 1949, the 350cc Bullet was launched in India, when Madras Motors won an order from the
Indian Army for the supply of motorcycles. It was the beginning of the reign of the Bullet in the
subcontinent. The Madras Motor Company started off by receiving the Bullet in kits and simply
assembling them. Then they began making the frames. After this Enfield started sending the engine in parts
to be assembled in India. Eventually they were also manufacturing the engines, which meant that they
were making the complete bike. For the next thirty years, the design of their bike remained unchanged! In
1950, several models were introduced: the 650cc Meteor twin; a 250cc Clipper; a short stroke 250cc
Crusader; 250cc Trials; Super 5; Continental; 500 Sports Twin; Super Meteor; Constellation and the
Interceptor.
Never before in British automobile history had so much been done in a single decade, not just by Royal
Enfield, but every other marquee of the time. All new engines, all new configurations, new paint schemes,
new capacity classes… the motorcyclist had never had such a wide choice ever before. The 1950s saw the
market open up both ways, downwards for smaller capacity, light and manoeuvrable machines, and
upwards for larger capacity, high powered and reliable motorcycles. The Royal Enfield showrooms in the
UK saw everything from 125cc two strokes to the mighty700ccMeteor.
1955-Meanwhile in Madras…
The Indian Army, the sole reason why the Bullet was brought to India in the first place, insisted that they
would continue doing business with Madras Motors only if the Bullet was produced indigenously. The
Enfield India Bullet of the late fifties was quite a different motorcycle from the one we are used to today.
Using the famed Lucas Magdy no ignition system, the 1955 Bullet was almost a clone of the 52 Redditch
Bullet. The frame, electric tin ware and rolling chassis, however, were to undergo many changes over the
next ten years, with the Bullet slowly evolving into the familiar form we know and love today.
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A Tale of Two Cities (1961 - 1970)
1961-Back in the UK…
In 1960, the badge arrangement with Indian (Of America) had ended, so Enfield was no longer sold under
the Indian marquee (Royal Enfield rival, British AMC company, acquired the Indian Sales Corp. in 1959).
However, in 1961, Eddie Mulder won the Big Bear Enduro on an Enfield, which
Gave the company a new foothold in the U.S. under its own name and started a new marketing of the
product. Models available in the U.S. that year included a 700cc twin and six street scramblers, ranging
from the 250cc Hornet to the 500cc Fury (essentially the single-cylinder Bullet) to the 700cc Interceptor.
Elliot Shulz also dominated the half-mile dirt track in Los Angeles on an Enfield that year. Enfield won 31
out of 39 races in 1961 and had several spectacular victories in 1964.Royal Enfield had arrived on The
Continent! But things at Redditch had hit a bad patch.
By 1970, Enfield India was a company established in its own right, and with a production line going full
steam, the need for collaboration with Enfield of the UK and Villiers of the UK was no longer seen. But
the Bullet flew true and strong. A number of changes had already been made to the tin ware on the Bullet.
Mudguard design took on different forms, taking into account the wet, slushy and messy road conditions
during the Indian monsoon. The Magdy no also gave way to the alternator „Delco ignition system. And
front and rear hubs were designed to provide more‟ efficient cooling for Indian conditions, and thus
improve braking performance.
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All That Enfield's Isn't a Bullet (1971 - 1980)
1973 The Mini Bullet
With the success of the Sherpa, Enfield India launched the 173cc Villiers-powered Crusader in India in
1973. A totally indigenous effort, this small motorcycle used many Bullet chassis parts, including fork legs
and mudguards, and instantly found a market among the many that wanted a
Bullet, but were diffident about handling its weight and size. The Mini Bullet too was introduced this year.
This motorcycle was a 200cc two stroke sporting „contemporary design. ‟
Enfield India attempted to reach out to the young market, providing them with a zippy, reliable and
economical two-stroke.
Tough Times Ahead (1981 - 1990)
1983 Here comes the Lightweights
Like the adage that goes, "when the going got tough, that's when the tough get going". Enfield India got
squarely into the fray with a slew of lightweight machines. The 50cc Silver Plus step through and Explorer
motorcycle are launched. Powered by the Zundapp-engineered 50cc, 6.5hp two stroke motors, these bikes
redefined the entry-level segment. The Silver Plus, initially a two speed and then later a three speed, found
a ready market not only among the young office going male, but among an increasing number of women
who found the step-through design convenient. The Explorer, with its contemporary bikini fairing and
'fastback' tailpiece. Both bikes sported alloy wheels, a first in India. Close on the heels of the little wonders
came the Fury 175. Powered by a 175 Zundapp two-stroke engine with a five-speed gearbox, this
refreshingly quick motorcycle came fitted with a hydraulic disc brake. Again, a first in the country. And a
bike, many feel, much too early in India.
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1984 Brand New Vintages-
The 80s also saw the Bullet in many different avatars. The Deluxe models appeared, in resplendent chrome
and metallic colours, and 12 volts electrical were offered as an option, to aid in brighter lighting and easier
starting. It was also the year when Enfield India grew confident enough about their flagship product to
begin sending 'coals back to Newcastle'. Owing to their status as 'brand new vintages', Enfield Bullets
found a strong niche market in the UK and Europe, among people looking to come back to motorcycling.
Enfield Becomes Royal Enfield (1991 - 2000)
1990 Heavy Fuel-The 1990's saw many revolutionary models from the company. The Taurus Diesel was
the first production Diesel motorcycle in the world.
The Bullet 500 was launched in June this year. It went on to become the most coveted model. 1994
In March the ailing company got a new lease of life when Eicher group acquired Enfield India Company.
The company name changed to Royal Enfield Motors Limited.
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Royal Enfield (2001 - 2010)
2001: -
The Dare Devils, the motorcycle display team of the Corps of Signals, Jabalpur forms a Human Pyramid
of 201 men on 10 Enfield 350cc bikes and rides a distance of more than 200 meters. 2002: -
India s first Cruiser – The „THUNDERBIRD - is launched. BBC Wheels awards it „The Best ‟ ‟
Cruiser 2002 title. The Bullet Machismo enters commercial production. Dan Holmes and‟
Johnny Szold Rak won the National Road Race Championship (60 s Class) on a Bullet. ‟
2003: -
The first „RIDER MANIA gets together is held in Goa. REDS are formed in Pune. The Bullet‟
Enters the Automotive „Hall of Pride at the ICICI Overdrive awards.1000 Riders descend on‟ Red ditch
for the Royal Enfield Owners Club 25th Anniversary. Royal Enfield is one of the top
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2004: -
The 2004 Bullet Electra is launched. The retro styled Bullet Machismo is rated „No.1Cruiser in‟
TNS Auto car survey. The Bullet Electra International with a lean-burn engine is launched in the UK.34
Royal Enfield India Celebrates 50 glorious years of motorcycling and unveils a blueprint for the future.
The 2005 Bullet Electra features a revolutionary 5-Speed left side gear shift that makes the marquee more
accessible to motorcyclists.
2006: -
Royal Enfield develops a fully integrated Twin Spark, 5-Speed engine that delivers a dramatic increase
in performance and efficiency. The new engine will power all domestic and international models from
2007 onwards.
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2007: -
Royal Enfield launches the all-new limited-edition Machismo 500LB with customized accessories.
The legendary Bullet 350 needs no introduction. Now Bullet 350 is with all new UCE engine. This classic
machine has kept place with advances in engineering and ergonomics without diluting its impeccable
pedigree. A long wheel base and bigger tires provide increased stability and road grip, making it ideal for
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long distance travel. Its aristocratic black & gold livery and thumping engine beat remind passers-by that
they are in the presence of automotive royalty.
2008
The Thunderbird Twins Park will be the first model to feature Royal Enfield’s revolutionary Unit
Construction Engine. All the well-loved features of the Thunderbird have been retained and enhanced in
some cases. Also, the twin benefit of improved performance and engine efficiency makes this motorcycle
hard to beat in terms of pure riding pleasure and visual delight. The evolutionary mix of old and new
features in this motorcycle will surely delight its owners. 2009: -
The smaller twin of the Classic 500, the Classic 350 will hold its own against any other motorcycle and
then pull some more. The Classic 350 shares its power plant with the Legendary Thunderbird. The torque
to flatten mountains and the fuel efficiency to cross entire ranges comes in the same understated yet
charming styling. This is a motorcycle that does not need to shout to be heard. Born of a rich heritage and
bred with Royal Elegance this 350cc thumper has all the qualities of a typical Royal Enfield. Appreciated
then, appreciated now...
Why ride a lesser bike.
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e Classic 500 comes to India. Armed with a potent fuel injected 500cc engine and clothed in a disarmingly
appealing post war styling, this promises to be the most coveted Royal Enfield in history. For those who
want it all. The power, the fuel efficiency, the reliability and simple, yet drop dead gorgeous classic styling.
The classic turns heads not because it wants to but because it can’t help it. You will appreciate the beat not
just for the music it creates but also for the muted feeling of strength and power that it signifies. The view
is simply better when you are astride a Royal Enfield Classic 500 – whether moving or still.
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It's like David taking on Goliath, on the highway. Till now, Milwaukee-born Harley-Davidson (HD),
which makes motorcycles with engine displacements over 700cc, has been chugging along
unchallenged. But finally, an Indian 'heavy' bike maker seems to have caught up, albeit with its nifty
range of smaller capacity models.
Chennai-based Royal Enfield (RE), originally a British marque from Redditch, sold a shade over 3 lakh
bikes in 2014, overtaking Harley's global sales of 2.67 lakh units. Although HD motorcycles sell at a
huge premium over them RE kin (HD's most affordable model in India sells for around Rs 5 lakh while
RE's most expensive model comes for Rs 2 lakh), what's remarkable is the stunning turnaround by one
of the world's oldest motorcycle brands. Ten years ago, RE was just a fringe player in the domestic
motorcycle market plagued by its 50-year-old unreliable iron cast engine while newer and more reliable
models from its Japanese rivals swamped the biking scene. But since then, after modernizing its portfolio
and rolling out a slew of contemporary models, such as, the Classic, the new Thunderbird and the
Continental GT, it has had a strong run. While HD's worldwide numbers grew by 3%, RE grew by 70%.
CHAPTER 3.
Brand Overview
Royal Enfield is a luxury adventuring Gear Company those markets: motorcycles, motorcycle accessories,
camping equipment, clothing and accessories for men and women as well as hunting and fishing apparatus.
Page 17 of 41
Above that Royal Enfield is a style and a belief that discovery and adventure are pursuits of the highest
order.
The expeditionary of the road that combine the ruggedness of the world traveller with the sensitivity of a
cultured individual are the core values that should be exemplified in every aspect of the Royal Enfield
brand. From the products and packaging to copy text and customer service every aspect of Royal Enfield
is considered to be strong and gentle, much like the reputation that Royal Enfield motorcycles have enjoyed
throughout their history, i.e. style and durability. Every customer of Royal Enfield is considered as a part
of the Royal Family.
Royal Enfield is about adventure in style. Distinctiveness from the traditional biker s image is‟ the
company s hallmark. It brings quality to the unique relationship a rider has with his‟ motorcycle. The brand
provides a complete line of product for the modern road trip. From the legendary line of motor cycle,
accessories and clothing to camping and hunting equipment’s. The Enfield bikes are complete packages
of everything one might need to embark on a number of adventures. Royal Enfield offers a new perspective
on the riding and travelling on a motorcycle.
It aims to bring back the good old days of style and global discovery.
To its customers in India and elsewhere in the world, Royal Enfield means more than just motorcycles; it's
a sense of belonging to an exclusive community with unfading passion, emotion and interest. Royal Enfield
motorcycle is known for its Versatility, Uniqueness and is built to last and is also perceived as a machine
in a class of its own and synonymous with Leisure and Adventure; riding and charting up the miles.
Brand associations
Some of the brand associations of Royal Enfield are:
Handcrafted
A Royal Enfield is a rare breed in an age of mass-produced, user-friendly predictability. This is a
mechanical motorcycle, handcrafted with love, engineered with purpose, and designed in a way that gives
each machine its own unique character. This character is reinforced by Royal Enfield's cultural DNA - by
where it was born, and by where it is now built. Its classic British pedigree shows in every line, while the
gleaming new engine hints at the devotion that has enabled this legendary marquee to thrive in the outskirts
of Chennai.
This campaign, "Handcrafted in Chennai", is a tribute to the wonderful people who build, sell, ride and
maintain these beloved machines, and is a heartfelt tribute to the city that Royal Enfield calls home.
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Style
Royal Enfield is about style, panache and distinctiveness. Royal Enfield believes that each individual’s
relationship with his or her bike is unique. Their perception of themselves with their bike is equally distinct.
The brand campaign called „Trip was launched to pay a tribute to Royal‟
Enfield’s authentic character as well as their owners'. The campaign draws instances from real lives and
bikes; the people who have explored their adventurous traits on their Royal Enfield and others who have
pushed the limits to find their place in the sun. Yet some more who have simply given in to their passion
for riding and of course, their Royal Enfield. This campaign aspires to honour these timeless passions and
the spirit of motorcycling in a world that s increasingly‟ dependent on virtual reality.
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Adventurous
Royal Enfield is about adventure in style. Distinctiveness from the traditional biker s image is‟ the
company’s hallmark. It brings quality to the unique relationship a rider has with his motorcycle. The brand
provides a complete line of product for the modern road trip. From the legendary line of motor cycle,
accessories and clothing to camping and hunting equipment’s. The Enfield bikes are complete packages
of everything one might need to embark on a number of adventures.
Ruggedness
The ruggedness of the Royal Enfield Bullet with a 5 Speed left hand side gearshift. Electric start for
immediate starting. Of course, the kick start is still there for the purists. Digital Transistor Controlled
Ignition ensures that starting and power delivery is optimized. Gas filled shock absorbers added to the
Bullets legendary poise allow for greater comfort. Front Disc brakes provide for better stopping ability.
It itself making the image of durable and tough in every situation in terms of riding and comfort, that s
because it was going to be prefer in army for‟ the starting days of the brand un-India. Royal Enfield are
manufactured in India. - They are rugged and simple to maintain and fix, which is why they are very
popular in the Himalaya regions. - The most popular model is 350cc, but there is also a 500cc version.
-Royal Enfield "Bullet" motorcycles are also heavy, sometimes unreliable and not fuel efficient, because
they are based on a design that dates the 1940's, with only minor changes and improvements
Super Quality
Royal Enfield bullet has become the popular bike in India due to its super qualities. The bikes are mainly
an admired by the Army and Police people. Royal Enfield bullet 350 is traditional model that with advances
in engineering and has made the remarkable position in the two-wheeler industry. From past five years the
bike has carried more than 150 changes but still remain with the same looks as it did 50 years back. Royal
Enfield bullet 350 comes between price ranges of Rs. Rs. 73, 400 to Rs. 83, 000.Royal Enfield bullet
Electra is the known for its well quality and powered by the 500cc engine. The features associated with
this bullet Electra are front disc brakes gas rear shocks transistorized coil ignition constant velocity 29 mm
carburettor and higher gearing than the Enfield Bullet Classic. The bike cost near about Rs. 88,300 to
around Rs. 94.2 lakh. Royal Enfield bullet Electra price is varying upon the dealer's location. Royal Enfield
Bullet Electra 5S (346 cc) is the more advanced variant of this bike.
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Cult Branding
Cult brands are a special class of magnetic brands that command super high customer loyalty and almost
evangelical customers or followers who are devoted to them. Cult brands are the one with focused,
committed target customers with high degree of reverence for the brand, who are willing to put
extraordinary effort to acquire and use the brand and are willing to publicly demonstrate their love for the
brand in an extraordinary manner. While brands work hard to make their presence felt, cult brands defy all
rules/norms of marketing and create a strong community which no other can match. Royal Enfield is one
such instance.
Offering a uniquely masculine motorcycle with a signature „thump sound, Enfield has pulled‟ off a legacy
brand with its all-terrain heavy motorbike – Bullet. Royal Enfield has a very strong network of riders,
service mechanics and of designers & modifiers who offer creative customizations on the motorcycle too.
It has an ecosystem of its own which is a very social one.
India was basically a scooter market few years back. However, the last few years have changed the way
people see and perceive bikes. India is now seeing a trend of 150 cc or above bike segments, but Bullet
was always present with the ranges of 250 cc, 350 cc and 500 cc bikes. Many bike lovers across India saw
this bike as a cult. Now when the Indian bike market has evolved and come of age, Royal Enfield is also
re-establishing itself. Royal Enfield has invested over Rs.65 crores, to double their production capacity to
one lakh units. The Chennai-based company, which has been expanding its export markets, also said it
expects overseas sales to double over the next five years. Royal Enfield is bringing the Classic Version of
Bullet back. The classic version is based on the famous original Bullet of 1950's.
The company has also changed its website a lot. Now on the site, there are a lot of communities, Blogs,
Trip Stories, forums which establishes Bullet as a cult brand in its own league. The site looks quite like
Harley Davidson site. Now, with Harley Davidson actually coming to India, Bullet has a hidden
opportunity. The cruise bikes would gain popularity and Bullet would be an obvious choice for people who
would not be able to afford a Harley. Also, there are a lot of bikes in 200- 250 cc segments that are being
launched in India so people will now look up to Bullet for a Flashy Big high CC Bike.
Bullet is a tradition in Punjab. People flaunt it, People aspire it. Bullet is truly a Cult brand in Punjab and
also other interiors of India. This is amazing how a Chennai based brand has achieved a cult status in
Punjab. Bullet needs to leverage this to establish it as a big Cult brand in whole of the India.
Bullet also sponsors many trips in India in which it provides Bikes for the Trip and Branded T-shirts too.
Bullet also organizes a 16-day Royal Enfield Himalayan Odyssey every year. These all exercises can take
Brand to new heights, the Cult Height.
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Brand Elements
Brand symbol consist consists of brand character and brand logo. In case of bike generally brand symbol
consist of brand logo.
Brand Logo
It is a combination of shapes and colour used in a brand name. The four distinct element of brand logo of
Royal Enfield are:
Brand Name: Royal Enfield, consist of company’s name i.e. Royal Enfield.
Colour: Colour of the logo is red which signifies Energy, Excitement and a will to win.
Font: The fonts used are in upper case and bold enough so that it is visible from a distance and reflects
the bold image of the brand.
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POPs and PODs
Some of the POP (Points of Parity) and POD (Points of Differentiation) of Royal Enfield are:
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1861 1891
1916 1932
1960 1980
2005 2008
In developing the new logo for the Royal Enfield brand, the main concerns were communicating the
tradition and quality involved. The new logo expresses the style, tradition, energy and excitement. It
balances between the vintage and the modern and evokes a familiar memory.
Page 25 of 41
Rebranding of Enfield
Royal Enfield was the name under which the Enfield Cycle Company made motorcycles, bicycles,
lawnmowers and stationary engines. Use of the brand name Royal Enfield was licensed by the Crown in
1890. Royal Enfield motorcycles made in England were being sold in India from 1949. In 1955, the Indian
government looked for a suitable motorcycle for its police and army, for patrolling the country's border.
The Bullet was chosen as the most suitable bike for the job. The Indian government ordered 800 350 cc
model Bullets. In 1955, the Redditch Company partnered with Madras Motors in India to form 'Enfield
1938
1952
India' to assemble, under license, the 350 cc Royal Enfield Bullet motorcycle in Madras (now called
Chennai). The first machines were assembled entirely from components shipped from England. In 1957,
the tooling was sold to Enfield India so that they could manufacture components. By 1962, all components
were made in India.
In 1990, Enfield India entered into a strategic alliance with the Eicher Group, and later merged with it in
1994. It was during this merger that the name Enfield India changed to Royal Enfield. Purpose of
Rebranding
The purpose of rebranding Royal Enfield was too closer define and set the brand apart from its competitors.
Where in the past, the brand would share similarities with the image of the traditional motor cycle
companies (Harley Davidson, Triumph) it mows sets itself apart by defining a unique tribe of followers
and a turn towards adventure.
In the established style department Royal Enfield has an advantage that until today went unused. The idea
of legendary stylish motorcycles now defines a number of products and brings back the concept of the
cultured adventurer. Taking a que from the days of Royal expeditions, Royal Enfield is about doing it in
style.
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Royal Enfield Turnaround
The Problem
In the year 2000 there were major problems in front of the Eicher motors in terms of its motorcycle brand
– Royal Enfield. Due to the drastic decline in sales, Eicher Motors had decided to either shut down or sell
off Royal Enfield - the company's Chennai-based motorcycle division, which manufactured the iconic
Bullet motorbikes. For all its reputation, the sales of the bike was down to 2000 units a month against the
plant's installed capacity of 6000, losses had been mounting for years. Though the bikes had diehard
followers, there were also frequent complaints about them - of engine seizures, snapping of the accelerator
or clutch cables, electrical failures and oil leakages. Many found them too heavy, difficult to maintain,
with the gear lever inconveniently positioned and a daunting kick-start.
Taking Initiatives
Just one person stood up to the board, insisting Royal Enfield should get another chance. He was
Siddhartha Lal, a third-generation member of the Delhi-based Lal family, promoters of the Eicher group
of companies. Lal, then 26, was an unabashed Bullet fan: he even rode a recoloured Bullet while leading
the baraat (procession) to his wedding venue, instead of the traditional horse. The board had agreed to give
Siddhartha Lal a chance. It was not because of its confidence Lal, but because the business was doing so
badly that it could hardly get any worse. Lal felt Royal Enfield could still be saved. The bike had its
reputation, a cult following, an instantly recognisable build, and aspirational value. Changes had to be
made to keep up with the times and make the bike more acceptable, and therein lay the problem. Royal
Enfield fans liked the bikes exactly the way they had always been. "We needed changes to attract new
customers but by doing so risked losing existing ones," says R.L. Ravichandran, whom Lal brought in as
CEO in 2005 as part of his revival effort. Ravichandran had earlier worked with both TVS Motor and Bajaj
Auto.
The change had to be a calibrated one. The mistaken notions of prospective customers had to be addressed,
and any reservations about Bullet and Thunderbird, which was launched in 2002, removed. At the same
time, Lal and Ravichandran were clear that the individuality of Royal Enfield bikes should not be
compromised. It is at this point of time that the company decided to touch the leisure segment.
Retaining the bikes' rugged looks was a given, including the build, the design of the head lamp and the
petrol tank. But should the gears be shifted close to the rider's left foot - as in most bikes - or retained on
the right side? The question gave Lal and his team many sleepless nights, since long time users were dead
opposed to the change. The engine was another thorny question. The old cast iron engine was a relic of the
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past. Its separate gear box and oil sump design made it prone to oil leaks and it seized up very often. Its
ability to meet increasingly strict emission norms was also suspect. A modern aluminium engine would
eliminate these problems, but it would lack the old engine's pronounced vibrations and beat - which Royal
Enfield customers loved. Laws of physics made it impossible to replicate these with the new engine.
The new aluminium engine improved the bikes' performance, but could not recapture fully the beat
of the old one
There are many global examples of auto companies going under following a radical change in the engine
of their products. Yet Lal and his team proceeded to both alter the position of the gears and design a new
engine. Many of the old engine's characteristics like - the long stroke, the single cylinder, the high capacity
with push rod mechanism were retained. But the new engine, unlike the old, had hydraulic tappets, a new
engine arrangement, new metal and fewer moving parts. Obviously, it did not produce the vibrations and
the beat of the old, but international
experts were consulted and sound mapping carried out for over 1,000 hours to ensure it produced the
maximum rhythmic vibrations possible and a beat, which was 70 per cent of the amplitude of the
original.
The petrol tank's design was left largely untouched as it contributes to the bike's sturdy, vintage
look.
The new engine had 30 per cent fewer parts and produced 30 per cent more power than the old, with better
fuel efficiency. Two other problems needed to be addressed: the quality of some of the components Royal
Enfield bikes were using, and the sales experience. To tackle the first, shop floor processes were finetuned,
while suppliers were exhorted to improve quality levels. Royal Enfield also embarked on a largescale
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internal exercise to tone up performance. Slowly, the tide turned. Engine related problems and oil leakages
in Royal Enfield products almost disappeared. By 2008 dealers were reporting lower workloads. Warranty
claims fell sharply too. Malfunctioning of the sprag clutch, on which the electric starter depends, declined,
for instance, from five per cent in 2005/06 to 0.2 per cent in 2010/11. Royal Enfield also began conducting
marquee rides to promote leisure biking. Also to improve the sales experience new company owned
showrooms were launched and dealerships have expanded.
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CHAPTER 4.
Target Market
Royal Enfield, as a premium brand, targets affluent Indians as its consumers. The segment of market which
Royal Enfield caters to is urban working professionals or students and surprisingly also the people from
the rural areas who are the real hardcore bullet lovers.
A large number of these are coming up from industries such as IT, banking, pharma and FMCG. Now,
people earn more money and have greater disposable income. They want to make a statement and enjoy
the ride for which bike is a perfect fit for them. They have targeted this growing set of consumers with
their classic series of motorcycles - Classic 350 and classic 500, along with thunderbird series. With
traditional stronghold markets of Punjab and Kerala, Ludhiana being the highest purchaser, Enfield has
consumers who really like the feel and sound of the bike and are real loyalists. The target market of Enfield
as mentioned above is based on selective specialization of Market in 350cc-500 cc range. The
differentiated products which it offers in this category serve the market or segment which has a pleasure
for riding. The target market is the hardcore bullet lovers, the ones who have bought the bike through thick
and thin and are looking for steady, sturdy and rough and tough bike. Because of its power and ruggedness,
it has found a target market in Indian defence services, police and paramilitary forces.
Positioning
Royal Enfield is positioned as a leisure and practical brand and has its own niche market for itself. It has
positioned itself as a promoter not of motorcycles but of motorcycling experience. The voice of Enfield is
compared to a tractor, but even that has helped it position in the minds of its customers and aspirants. Built
around quality and unflinching loyalty to the customer, a few reasons why the legendary Bullet is not just
a bike but is also considered as a motorcycling icon. The ruggedness and reliability of the bike is endorsed
by the army, the police, the paramilitary forces and over 500 institutions which form part of the die-hard
customer base of the Bullet, dubbed the "Raja Gadi", or royal vehicle. Another positioning perspective of
Royal Enfield is to be considered as a truly genuine touring motorcycle. It's a bike for long distance
travellers, which is known as riding and eating up miles. It is also known, amongst hard core bikers, as
promoter of leisure motorcycling as a lifestyle and encourages the Royal Enfield riders/owners to keep
riding. It's a bike which most of bike lovers wants to own and shares a place in their heart.
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Marketing Mix
Product
The differentiated positioning and target market of Royal Enfield in the bike market, has forced the Eicher
group to strategize and place itself differently. The products offered by Royal Enfield makes riding bikes
an absolute driving pleasure while going for long drives. The product offerings of the Royal Enfield have
been described below:
Classic 350
The smaller twin of the Classic 500, the Classic 350 will hold its own against any other motorcycle and
then pull some more. The Classic 350 shares its power plant with the legendary Thunderbird Twin spark.
The torque to flatten mountains and the fuel efficiency to cross entire ranges comes in the same understated
yet charming styling.
This is a motorcycle that does not need to shout to be heard. Born of a rich heritage and bred with Royal
Elegance this 350cc thumper has all the qualities of a typical Royal Enfield. Appreciated then, appreciated
now. The Classic 350 is powered by a single cylinder 350 cc, twin spark, air cooled engine. It features a
short silencer, fuel warning indicators and a classic speedometer. It also has an option of a single seat
which has springs for more comfort.
Classic 500
Armed with a potent fuel injected 500cc engine and clothed in a disarmingly appealing post war styling,
this promises to be the most coveted Royal Enfield in history. The power, the fuel efficiency, the reliability
and simple, yet drop dead gorgeous classic styling. The classic turns heads not because it wants to but
because it can’t help it. You will appreciate the beat not just for‟ the music it creates but also for the muted
feeling of strength and power that it signifies.
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The Classic 500 cc comes with class features. It is run by a single cylinder 500 cc engine called
UCE (Unit Construction Engine), and this engine depends on fuel injection than the carburettor. As a result,
decreases in friction of moving parts and loss of transmission are evident. The view is simply better when
you are astride a Royal Enfield Classic 500 – whether moving or still. The news of the most recent chrome
finished Classic 500 is creating a sense of excitement among Bullet enthusiasts and the launch is much
awaited in India.
Thunderbird 500
The all-new Royal Enfield Thunderbird is now with a powerful 500 cc engine, a 20-litre tank, digital meter
console, LED tail lamps and in three striking shades of black gives a new definition to Highway cruising.
Perhaps one of the most anticipated models from the Royal Enfield stable, enthusiasts.
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Thunderbird 500 is poised to enhance the pleasure of leisure motorcycling amongst the touring
Classic Desert Storm
The Classic Desert Storm comes with a “sand” paint scheme reminiscent of the war era, a time
when Royal Enfield motorcycles proved their capabilities and battle worthiness by impeccable
service to soldiers in harsh conditions of the desert.
Donning a younger look with styling cues one would expect only from a genuine Royal Enfield: single
cylinder air-cooled pushrod engine, 1950s style nacelle and toolboxes, traditional paint scheme and buffed
engine components, this motorcycle is all set to bring the pleasures of modern motorcycling while
reflecting the aura of eternal classic styling.
The Thunderbird Twin spark was the first model to feature Royal Enfield s revolutionary Unit‟
Construction Engine. All the well-loved features of the Thunderbird have been retained and enhanced in
some cases.
Also, the twin benefit of improved engine performance and efficiency makes this motorcycle hard to
beat in terms of pure riding pleasure as well as visual delight. The evolutionary mix of old and new
features in this motorcycle sets it apart and makes it special for its owners.
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Classic Chrome
The Royal Enfield Classic Chrome is based on the Classic 500 with a rather generous dose of chrome on
it. Like the Classic 500, the new Classic Chrome retains the quintessential classic British styling of the
1950s: simple, harmonious, well proportioned.
The Chrome sports a seat with a leather finish and adds to the visual appeal of the motorcycle.
Built of old-fashioned metal, in clean elegant lines of Chrome combined with a rich paint
finish the design of the Royal Enfield Classic Chrome is a tribute to the retro look of post war
British motorcycles.
These are some of the most famous product offerings of Royal Enfield. The products offered
by
Royal Enfield makes riding bikes an absolute driving pleasure while going for long drives.
Targeting, Positioning and Marketing Mix (Product) of Royal Enfield Royal Enfield has
positioned itself as a bike for passionate bike riders and those who travel more and frequently.
Based on the positioning Enfield has designed the product which is more stable and power
driven. The maximum power of 19.8 bhp and 27.2 bhp helps the bike to drive easily on hilly
terrains. The torque and five gear transmission help for more power distribution at each gear
level and hence better performance. The disc brake at front tires provides emergency and
stable brake system which does not allow bike to skid on the roads at high speeds and thus
provide stability which is must for a traveller’s bike and for all weathers. The maximum
speed has been kept again according to the needs and positioning of the brand. The product
offerings of Royal Enfield offer their target market with all the features in a product which
also provides them with a non-resisting temptation of driving Enfield and adds to their status
symbol.
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Bullet
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Shotgun
Royal Enfield Shotgun 650 is a 648cc, parallel-twin motor that pumps out 46.40bhp at
7,250rpm and a peak torque of 52.3Nm at 5,650rpm. The oil-cooled engine is paired to a
six-speed gearbox, with a slipper clutch. The factory-custom bobber based on the same
platform as the new Continental GT 650. A limited-edition Shotgun was launched at the
Motoverse 2023 with an attractive blue-and-black colour scheme. Later on, the production
version was revealed which had the same specifications as the Motoverse edition except
the colour scheme.
Scram
The Royal Enfield Scram is a minimalistic street scrambler which is a close cousin to the
Himalayan 411, even saying "Himalayan Scram" on the side panels and has the same fuel
tank as the 2015-2023 Himalayan. It is powered by a 411cc BS6-2.0 emissions standard
air-cooled engine which produces 24.3 bhp and 32nm torque. It was launched in March
2022 as Enfield's first ADV crossover.
Royal Enfield unveiled a new Scram model called the "Scram 440", as a replacement for
the Scram 411 based on the same engine platform in November 2024. The new update
model features an updated engine which goes up in cubic capacity from 411cc to 443cc;
Power and torque have climbed from 24.3hp at 6,500rpm and 32Nm at 4,250rpm to 25.4hp
at 6,250rpm and 34Nm at 4,000rpm.
Himalayan
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Interceptor 650 and Continental GT 650
Royal Enfield unveiled a 650-cc twin-cylinder engine at their Technology Centre, Harris
Performance Products, in Leicestershire, England, in November 2017 to power a new
generation of Royal Enfield motorcycles. It was showcased at the Milan Motorcycle Show
on 7 November 2017 in Italy, where two motorcycles based on the engine, the Interceptor
650 and Continental GT 650 were revealed. Both models were introduced to the US
market in November 2018 to positive reviews. The Interceptor is marketed as the INT650
in the United States where Honda has a trademark on the "Interceptor" name. In 2020 to
2021, the 650cc twins were the best-selling motorcycles in Great Britain. The Royal
Enfield Continental GT is a Neo-retro Café Racer. The first model to use the name, the
Continental GT 250, was produced by Royal Enfield in 1960s Britain. The name was
revived in the 2010s with the Continental GT 535 (now discontinued) and Continental GT
650.
Meteor
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suspension, while reducing the stroke value of the rear suspension to 150mm. The bike
features a minimalistic design with a smaller 11 litre fuel tank while retaining the round
LED headlamp and flat-style handlebar, common amongst its three variants.
Bear 650
The Royal Enfield Interceptor Bear 650 was officially released on October 31, 2024. It
has been described as "a stylish scrambler-styled standard based primarily on the brand's
INT 650 model, though with some notable differences."
On the Design and Styling front, bear 650 comes with a scrambler seat, side panel number
boards, and urban-off-road aesthetics. Full LED lights bring modern functionality.
Derived from the Shotgun series this motorcycle uses Showa USD Forks, but optimized
for scrambler duties with longer suspension travel. To complement its off-road credentials,
the ride height has been raised. The Interceptor Bear 650 retains the Interceptor 650's
brakes but upgrades the front disc size for added stopping power along with Dual-channel
ABS with a switchable rear ABS.
Equipped with a full-color TFT screen with integrated navigation brings modern tech to
the classic platform. Powered by the 650cc parallel-twin engine delivering 47bhp and an
increased torque of 57N-m (5N-m more than the Interceptor), while saving weight owing
to two-into-one exhaust system.
Manufacturing plants
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Price
The table below shows the price list of the various bike models of Royal Enfield:
Pricing strategy is as simple as in other bike manufactures, but their segmentation strategy is for tough,
ruggedness image, youth, high price with powerful structure strategy for Royal Enfield. They have high
range of 4lakh to lower around 1.73lakh Rs. But still, it is far from the reach of a normal person. However
still it is lower than the bikes in the powerful engine category like Ninja, Honda CBR, etc. and also lower
than the price of Harley Davidson bikes.
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3. The Brand: Royal Enfield
Royal Enfield is a luxury adventuring gear company that markets: motorcycles, motorcycle
accessories, camping equipment, clothing and accessories for men and women as well as hunting
and fishing apparatus. Above that Royal Enfield is a style and a belief that discovery and adventure
are pursuits of the highest order.
The expeditionary of the road that combine the ruggedness of the world traveler with the sensitivity
of a cultured individual are the core values that should be exemplified in every aspect of the Royal
Enfield brand. From the products and packaging to copy text and customer service every aspect of
Royal Enfield is considered to be strong and gentle, much like the reputation that Royal Enfield
motorcycles have enjoyed throughout their history, i.e. style and durability. Every customer of
Royal Enfield is considered as a part of the Royal Family.
Royal Enfield is about adventure in style. Distinctiveness from the traditional biker’s image is the
company’s hallmark. It brings quality to the unique relationship a rider has with his motorcycle.
The brand provides a complete line of product for the modern road trip. From the legendary line
of motor cycle, accessories and clothing to camping and hunting equipments. The Enfield bikes
are complete packages of everything one might need to embark on a number of adventures. Royal
Enfield offers a new perspective on the riding and travelling on a motorcycle. It aims to bring back
the good old days of style and global discovery.
To its customers in India and elsewhere in the world, Royal Enfield means more than just
motorcycles; it's a sense of belonging to an exclusive community with unfading passion, emotion
and interest. Royal Enfield motorcycle is known for its Versatility, Uniqueness and is built to last
and is also perceived as a machine in a class of its own and synonymous with Leisure and
Adventure; riding and charting up the miles.
This campaign, "Handcrafted in Chennai", is a tribute to the wonderful people who build, sell, ride
and maintain these beloved machines, and is a heartfelt tribute to the city that Royal Enfield calls
home.
Style
Royal Enfield is about style, panache and distinctiveness. Royal Enfield believes that each
individual’s relationship with his or her bike is unique. Their perception of themselves with their
bike is equally distinct. The brand campaign called ‘Trip’ was launched to pay a tribute to Royal
Enfield’s authentic character as well as their owners'. The campaign draws instances from real
lives and bikes; the people who have explored their adventurous traits on their Royal Enfield and
others who have pushed the limits to find their place in the sun. Yet some more who have simply
given in to their passion for riding and of course, their Royal Enfield. This campaign aspires to
honor these timeless passions and the spirit of motorcycling in a world that’s increasingly
dependent on virtual reality.
Adventurous
Royal Enfield is about adventure in style. Distinctiveness from the traditional biker’s image is the
company’s hallmark. It brings quality to the unique relationship a rider has with his motorcycle.
The brand provides a complete line of product for the modern road trip. From the legendary line
of motor cycle, accessories and clothing to camping and hunting equipments. The Enfield bikes
are complete packages of everything one might need to embark on a number of adventures.
Ruggedness
The ruggedness of the Royal Enfield Bullet with a 5 Speed left hand side gearshift. Electric start
for immediate starting. Of course the kick start is still there for the purists. Digital Transistor
Controlled Ignition ensures that starting and power delivery is optimized. Gas filled shock
absorbers added to the Bullets legendary poise allow for greater comfort. Front Disc brakes
provide for better stopping ability. It itself making the image of durable and tough in every
situation in terms of riding and comfort, that’s why it was going to be prefer in army for the
starting days of the brand un India. Royal Enfield are manufactured in India. They are rugged
and simple to maintain and fix, which is why they are very popular in the Himalaya regions.
The most popular model is 350cc, but there is also a 500cc version.Royal Enfield "Bullet"
motorcycles are also heavy, sometimes unreliable and not fuel efficient, because they are based
on a design that dates the 1940's, with only minor changes and improvements
Super Quality
Royal Enfield bullet has become the popular bike in India due to its super qualities. The bikes are
mainly an admired by the Army and Police people. Royal Enfield bullet 350 is traditional model
that with advances in engineering and has made the remarkable position in the two wheeler
industry. From past five years the bike has carried more than 150 changes but still remain with the
same looks as it did 50 years back. Royal Enfield bullet 350 comes between price ranges of Rs.
Rs. 73, 400 to Rs. 83, 000.Royal Enfield bullet Electra is the known for its well quality and
powered by the 500cc engine. The features associated with this bullet Electra are front disc brakes
gas rear shocks transistorized coil ignition constant velocity 29 mm carburetor and higher gearing
than the Enfield Bullet Classic. The bike cost near about Rs. 88,300 to around Rs. 94.2 lakh. Royal
Enfield bullet Electra price is varying upon the dealer's location. Royal Enfield Bullet Electra 5S
(346 cc) is the more advanced variant of this bike.
3.3 Cult Branding
Cult brands are a special class of magnetic brands that command super high customer loyalty and
almost evangelical customers or followers who are devoted to them. Cult brands are the one with
focused, committed target customers with high degree of reverence for the brand, who are willing
to put extraordinary effort to acquire and use the brand and are willing to publicly demonstrate
their love for the brand in an extraordinary manner. While brands work hard to make their presence
felt, cult brands defy all rules/norms of marketing and create a strong community which no other
can match. Royal Enfield is one such instance.
Offering a uniquely masculine motorcycle with a signature ‘thump’ sound, Enfield has pulled off
a legacy brand with its all-terrain heavy motorbike – Bullet. Royal Enfield has a very strong
network of riders, service mechanics and of designers & modifiers who offer creative
customizations on the motorcycle too. It has an ecosystem of its own which is a very social one.
India was basically a scooter market few years back. However, the last few years have changed the
way people see and perceive bikes. India is now seeing a trend of 150 cc or above bike segments,
but Bullet was always present with the ranges of 250 cc, 350 cc and 500 cc bikes. Many bike lovers
across India saw this bike as a cult. Now when the Indian bike market has evolved and come of
age, Royal Enfield is also re-establishing itself. Royal Enfield has invested over Rs.65 crores, to
double their production capacity to one lakh units. The Chennai-based company, which has been
expanding its export markets, also said it expects overseas sales to double over the next five years.
Royal Enfield is bringing the Classic Version of Bullet back. The classic version is based on the
famous original Bullet of 1950's.
The company has also changed its website a lot. Now on the site, there are a lot of communities,
Blogs, Trip Stories, forums which establishes Bullet as a cult brand in its own league. The site
looks quite like Harley Davidson site. Now, with Harley Davidson actually coming to India, Bullet
has a hidden opportunity. The cruise bikes would gain popularity and Bullet would be an obvious
choice for people who would not be able to afford a Harley. Also, there are a lot of bikes in 200-
250 cc segments that are being launched in India so people will now look up to Bullet for a Flashy
Big high CC Bike.
Bullet is a tradition in Punjab. People flaunt it, People aspire it. Bullet is truly a Cult brand in
Punjab and also other interiors of India. This is amazing how a Chennai based brand has achieved
a cult status in Punjab. Bullet needs to leverage this to establish it as a big Cult brand in whole of
the India.
Bullet also sponsors many trips in India in which it provides Bikes for the Trip and Branded TShirts
too. Bullet also organizes a 16 day Royal Enfield Himalayan Odyssey every year. These all
exercises can take Brand to new heights, the Cult Height.
3.4 Brand Architecture
In the chart below we can observe the expansion of the Royal Enfield brand from a motorcycle
company like any other to the aristocratic patron of adventure that it represents.
The Armory
Expedition
Helmets
Tents Riding gloves
Blankets Riding jackets
Cases Bags
Outdoor Cooking
sets
Scribe
Luggage
Watches
The Quest Steed Belts
Socks
Road-trip ready
bike
Weapon smith
Hunting Rifles
Rifle cases
Knives
Binoculars
Place
Royal Enfield has a distinct placement and distribution system for its products.
Channel Management
Channel environment at Royal Enfield is exclusive owing to the fact that dealerships are also
exclusive; meaning that a channel will sell only Royal Enfield vehicle and that too of a category,
for example, a channel will sell only trucks made Royal Enfield. So it is a dedicated channel much
like cars. As a result there is no conflict of interest because the dealer is selling only vehicles of
Royal Enfield.
The challenge is to find a dealer who is willing to be a part of such an exclusive channel.
Exclusivity is also a barrier considering not many dealers would want to commit to just one
company/channel. Secondly it involves a heavy capital investment.
❖ Channel Structure & Design
1. 3-S structure
2. 2-S Channel
The 2-S channel is used if there is a very big territory and adequate no. of vehicles are not sold
but vehicles are supplied in those areas then only service and spare is required (The dealer is
not authorized to sell).
• Years in business
• Size of dealer
• Growth and profit record
• Cooperativeness and reputation
• Location
The distribution system is quite transparent as the customer the company is targeting is niche
market, so no need to be a too thick into the distribution channel and they are offering showroom
belonging to the all demographical variables, like age, education level, average income, with the
help of that they are offering only to the limited city across the country.
❖ Promotion
The promotion strategy of Royal Enfield is quite different from other automobile manufacturers.
They have not been going for aggressive TV commercials like other companies but their promotion
strategies are focused on building their image as a cult brand of India.
❖ Brand Campaigns
Its classic British pedigree shows in every line, while the gleaming new engine hints at the devotion
that has enabled this legendary marque to thrive in the outskirts of Chennai. This campaign,
"Handcrafted in Chennai", is a tribute to the wonderful people who build, sell, ride and maintain
these beloved machines, and is a heartfelt tribute to the city that Royal Enfield calls home.
Royal Enfield is about style, panache and distinctiveness. We, at Royal Enfield, believe that each
individual’s relationship with his or her bike is unique. Their perception of themselves with their
bike is equally distinct. We launched the brand campaign called ‘Trip’ to pay tribute to Royal
Enfield’s authentic character as well as their owners'. The campaign draws instances from real
lives and bikes; the people who have explored their adventurous traits on their Royal Enfield and
others who have pushed the limits to find their place in the sun. Yet some more who have simply
given in to their passion for riding and of course, their Royal Enfield. This campaign aspires to
honor these timeless passions and the spirit of motorcycling in a world that’s increasingly
dependent on virtual reality. Go ahead, enjoy the trip!
❖ Product Campaigns
It’s not uncommon for Indian men to live at home for far too long (even once they're married with
kids) because of their parent's traditional mindset, missing out on a more exciting life because of
it. The Leave Home campaign gave a voice to a new generation suffering from this problem and
provided the solution in the form of the Thunderbird.
This ad campaign also communicates the slogan of the company – “Leave Home’. It describes the
various relationships one has with one’s family members, friends, his/her love and lastly tells them
to leave their home and have an independent and adventurous life.
Some of the other print ads of Royal Enfield are shown in the figures below:
Publications
Royal Enfield has been also publishing special magazines like the Beat which is a monthly
magazine and The Himalayan Odyssey and Trip which are the yearly magazines. The experiences
of the happy customers are shared in these magazines and show they act as testimonials for other
customers. Also the BEAT magazine is full of photographs showing various photos of the journeys
of Royal Enfield and experiences of the customers. Through this magazines Royal Enfield is trying
to build the customer loyalty and also inspiring the new adventurous customers to go for Royal
Enfiled bikes.
❖ Organizing various Tours and Trips
Royal Enfield has been organizing various tours and trips to maintain their core customer segment.
They have been organizing programs like “ROK – Rann of Kachchh”, “Himalayan
Odyssey” and the most recent one is the “Tour of Bhutan”. This is how they are trying to involve
their customers in building the brand and various Royal Enfield lovers from all over the country
participate in such programs.
4.4 SWOT Analysis
STRENGTHS WEAKNESSSES
OPPURTUNITIES THREATS
Royal Enfield has been successful to pull itself from the difficult times it had faced during the year
2000 when it was on the verge of selling off or shutting down. Also it has been successful in
building itself as the Indian Cult brand. But with the changing consumer preference and the
marketplace and with the entry of players like Harley Davidson, there are still a lot of challenges
that Royal Enfield will have to face in the future.
Now, with Harley Davidson coming to India, Royal Enfield may have a hidden opportunity. The
cruise bikes would gain popularity and Bullet would be an obvious choice for people who would
not be able to afford a Harley. Also, there are a lot of bikes in 200- 250 cc segments that are being
launched in India so people will now look up to Bullet for a Flashy Big high CC Bike. But for the
time being some of the questions before royal Enfield now are:
❖ What are the volumes it hopes for in this niche? How to stay profitable there?