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    Royal Enfield plans a slew of launches to protect its turf

    Synopsis

    As many as 15-20 product actions are under consideration for the coming 3-5 years, and Royal Enfield could potentially launch one motorcycle every quarter during that period, officials told ET.

    The company on Friday launched the all-new 350 cc cruiser motorcycle Meteor, codenamed J1D, which is the starting point of its new RE 2.0 mid-term plan.
    Mumbai: With new competition breathing down its neck, Royal Enfield — the maker of Bullet and Classic motorcycles that dominate the country’s 350 cc-plus performance bike segment — has lined up an aggressive product onslaught to protect its turf.

    The company on Friday launched the all-new 350 cc cruiser motorcycle Meteor, codenamed J1D, which is the starting point of its new RE 2.0 mid-term plan. As many as 15-20 product actions are under consideration for the coming 3-5 years, and Royal Enfield could potentially launch one motorcycle every quarter during that period, officials told ET.

    Replacements of Classic and Bullet on the J platform should hit the roads within a year, and there is development work happening on new architectures of Q and K, including research and development work on electric vehicles, they said.

    “We had a tremendous successful run over the past decade; but what got us here is not necessarily what will take us ahead,” said Vinod Dasari, chief executive officer of Royal Enfield. “We need to significantly expand our product range. We will go an inch wide and a mile deep.”

    The focus remains on the 250-750 cc motorcycle segment and Royal Enfield will bring out more iterations of Adventure, Street, Classic, Cafe Racer and Sporty motorcycles in the future.

    “We are very good at what we do; so, I am not worried about competition,” Dasari said. “More competition is good for us actually, keeps us on our toes.”

    Rivals such as Honda, Bajaj-Triumph, TVS-Norton and Hero MotoCorp-Harley Davidson have set their eyes on the 350-500 cc motorcycle segment, where Royal Enfield is an undisputed king with over 90-95% share. The market size as of now is 8,00,000 units a year.

    Along with the launch of the Meteor 350, Royal Enfield has introduced a ‘Make It Yours’ (MiY)initiative, an inventive and unique motorcycle personalisation tool. A prospective buyer can tap into thousands of possible personalisation combinations while ordering their motorcycle via the Royal Enfield app, on its website, or at a dealership.

    The MiY app is fully integrated. An order placed on the app will be received straight at the factory. This will help the company at the back-end in the form of lean inventory.
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    6 Comments on this Story

    dipi ti71 days ago
    THe 4 stroke engine sounding great for decades.
    Ravindra Munvar71 days ago
    Great going by Bullet. We can surely take this to the world.
    Ajith Fredjeev Dinakarlal71 days ago
    Still missing the old bullet gear shift. The new machine, is just another machine. Missing the earlier uniqueness...
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