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Royal Enfield – New Wine Into Old Wineskins!
Royal Enfield has introduced a range of bikes for the modern day biker with a quieter engine, a first of its kind! However, demand for the ‘king of the roads’ new baby has already exceeded supply, as the makers of the bike struggle to make them at a rapid pace.
The Royal Enfield old-fashioned iron engine has made way for a new engine, which makes acceleration, mileage, performance and dependability a whole new experience.
Motorcycles’ prices of the company start at around Rs 1, 08,000 to Rs 1, 75,000 in a metro like Mumbai. Although not in the same class, the company faces competition from bikes like Bajaj Avenger (220 cc) that is sold in the market for Rs 72,000.
The company is renowned for the mighty Bullet model, however the modern Classic series is spurring growth in a booming and growing Indian market. According to reports, 10 million bikes were sold in 2011!
Motorcycles’ prices of the company start at around Rs 1, 08,000 to Rs 1, 75,000 in a metro like Mumbai. Although not in the same class, the company faces competition from bikes like Bajaj Avenger (220 cc) that is sold in the market for Rs 72,000.
Even with the launch of the new engine, love for the old engine hasn’t completely died. Bike enthusiasts still look for the old engine, however their gateway to fulfill their desire is the second-hand market, as production of the old engine stopped in 2010.
According to reports, the Royal Enfield plans to launch a new 50- acre plant in Tamil Nadu in 2013, increasing the capacity to 1,50,000 vehicles.
Motorcycle companies like HeroMotoCorp and Bajaj Auto sell low-end bikes in comparison to the Royal Enfield, mainly targetting general transportation usage. With other players that cater to the masses, Royal Enfield has carved a niche for itself in the Indian market.
The company now plans to increase its export sales. According to reports, it has inked dealerships in Malaysia and Philippines, and also aims at revamping its distribution network in Germany and France.
Turning back the pages of time:
The company had launched its maiden motorised bike in 1901 and penetrated the Indian market in 1949. The Bullet, which is in its 80th year of production, became the most popular bike on the country’s roads.
