“Made like a gun, goes like a Bullet” – that’s what Royal Enfield always told you about its bikes. But can the two-wheeler major shrug off a muted demand and ride beyond the slow lanes of a pandemic-induced downturn? Looks like it already has. The stock of Eicher Motors, Royal Enfield’s parent company, is on a tear. It’s latest offering, the Meteor 350, is getting rave reviews for a spanking new engine. Latest figures show it has beaten its
Business News›Prime›Auto + Aviation›Royal Enfield is bulking up on mid-segment bikes, global expansion. T&C: No pillion allowed.
Strategy
Royal Enfield is bulking up on mid-segment bikes, global expansion. T&C: No pillion allowed.
Synopsis
Plants in Thailand to Brazil and Argentina, launching something new every quarter, and becoming a true global brand — Royal Enfield has grand plans. It wants 20% of its sales from global markets in five-seven years, compared with less than 5% currently. And it wants to do it all alone, without any partnership. Will it prove to be a tall order?
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