Introduction

Royal Enfield was a brand name under which The Enfield Cycle Company Limited
of Redditch, Worcestershire sold motorcycles, bicycles, lawnmowers and
stationary engines which they had manufactured. Enfield Cycle Company also
used the brand name Enfield without Royal.
The first Royal Enfield motorcycle was built in 1901. The Enfield Cycle Company
is responsible for the design and original production of the Royal Enfield Bullet, the
longest-lived motorcycle design in history.
Enfield's remaining motorcycle business became part of Norton Villiers in 1967 and
that business closed in 1978. A former subsidiary continues to manufacture Royal
Enfield motorcycles in India. History
George Townsend set up a business in 1851 in Redditch making sewing needles.
In 1882 his son, also named George, started making components for cycle
manufacturers including saddles and forks. By 1886 complete bicycles were being
sold under the names
Townsend and Ecossais. This business suffered a financial collapse in 1891. Albert
Eadie, sales manager of Birmingham’s Perry & Co Ltd, pen makers who had begun
to supply components for cycles and Robert Walker Smith an engineer from
D.Rudge & Co were chosen by Townsend's bankers to run the business and in
1892 a new company was incorporated named Eadie Manufacturing Company
Limited based in Snow Hill, Birmingham.In turn in 1907 after serious losses in their
newly floated Enfield Autocar business Eadie Manufacturing and its pedal cycle
component business was absorbed by BSA. Years later the BSA chairman was to
tell shareholders the acquisition had "done wonders for the cycle department".
Eadie still retained a separate identity when Raleigh bought BSA's cycle interests
in 1957. Enfield
Eadie had won contracts to supply precision parts for fire arms to the government's
longestablished Royal Small Arms Factory at Enfield, Middlesex, now the London
Borough of Enfield with its offshoot in Sparkbrook and had assumed the brand
name Royal Enfield.[citation needed] In 1896 they also incorporated a new
subsidiary company, The New Enfield Cycle Company Limited,[note 1] to handle
much of the cycle work and in 1897 Enfield making complete cycles as well parts
for other assemblers took all the cycle assembly work from Eadie.
Enfield diversified into motor cycles, 1901 and motor cars, 1902. The motor
department was put into a separate subsidiary, Enfield Autocar Company Limited
incorporated in 1906 and established in new works at Hunt End, Redditch.[10]
However Enfield Autocar after just 19 months reported a substantial loss and, aside
from Eadie himself, shareholders were unwilling to provide more capital so in early
1907 Eadie sold his control of Eadie Manufacturing to BSA. Albert Eadie and
Robert Walker Smith had been appointed directors of BSA before the proposed
sale ha been put to shareholders. The new combined BSA and Eadie business
manufactured "military and sporting rifles, (pedal) cycle and cycle components,
motor-cars etc. BSA and Eadie cycle specialities". But there were still minority
Eadie shareholders alongside BSA in 1957.
The business of Enfield Autocar, that is to say the plant and stock, was sold to
Birmingham's Alldays & Onions Pneumatic Engineering. Enfield Cycle Company
took over the Hunt End premises.
In 1955, Enfield Cycle Company partnered with Madras Motors in India in forming
Enfield of India, based in Chennai, and started assembling the 350cc Royal Enfield
Bullet motorcycle in Madras. The first machines were assembled from components
imported from England. Starting in 1957, Enfield of India acquired the machines
necessary to build components in India, and by 1962 all components were made
in India.
Frank Walker Smith (1888-1962), eldest son of Robert Walker Smith, joined Enfield
Cycle Company in 1909. Appointed joint (with his father) managing director in 1914
he took over the full responsibility when his father died in 1933. After his death
Enfield was bought by investors E & H P Smith who sold Enfield for £82,500 to
Norton Villiers in 1967. While Norton Villiers acquired 33 per cent of Enfield India
the assets of Enfield's diesel engine division and pedal cycle and spares divisions
were not picked up.
Royal Enfield produced bicycles at its Redditch factory until it closed in early 1967.
The company's last new bicycle was the 'Revelation' small wheeler, released in
1965. Production of motorcycles ceased in 1970 and the original Redditch,
Worcestershire-based company was dissolved in 1971.
Enfield of India continued producing the 'Bullet', and began branding its
motorcycles 'Royal Enfield' in 1999. A lawsuit over the use of 'Royal', brought by
trademark owner David Holder, was judged in favour of Enfield of India, who now
produce motorcycles under the Royal Enfield name.
Products

Royal Enfield Quadricycle

By 1899, Royal Enfield were producing a quadricycle – a bicycle modified by adding
a wrap-around four-wheeled frame, retaining a rear rider-saddle with handlebars –
having a front-mounted passenger seat, driven by a rear-mounted De Dion engine.
After experimenting with a heavy bicycle frame fitted with a Minerva engine
clamped to the front downtube, Enfield built their first motorcyclein 1901 with a 239
cc engine.

1907 Enfield 15
A light car was introduced in 1903 powered by either a French Ader V-twin or De
Dion single cylinder engine. In 1906 car production was transferred to a new
company, the Enfield Autocar Co Ltd with premises in Hunt End, Redditch. The
independent company only lasted until 1908 when it was purchased by Alldays &
Onions.
In 1907, Enfield merged with the Alldays & Onions Pneumatic Engineering Co. of
Birmingham, and began manufacturing the Enfield-Allday automobile.
By 1910, Royal Enfield was using 344 cc Swiss Motosacoche V-Twin engines, or
largedisplacement JAP and Vickers-Wolseley engines.
 1913 Enfield 425cc
In 1912, the Royal Enfield Model 180 sidecar combination was introduced with a
770 cc V-twin JAP engine which was raced successfully in the Isle of Man TT and
at Brooklands.

First World War (1911–1921)

In 1914 Enfield supplied large numbers of motorcycles to the British War
Department and also won a motorcycle contract for the Imperial Russian
Government. Enfield used its own 225 cc two-stroke single and 425 cc V-twin
engines. They also produced an 8 hp motorcycle sidecar model fitted with a Vickers
machine gun.

Inter-war years (1921–1939)

1923 Royal Enfield 225cc

In 1921, Enfield developed a new 976 cc twin, and in 1924 launched the first Enfield
four-stroke 350 cc single using a Prestwich Industries engine. In 1928, Royal
Enfield began using the bulbous 'saddle' tanks and centre-spring girder front forks,
one of the first companies to do so. Even though it was trading at a loss in the
depression
years of the 1930s, the company was able to rely on reserves to keep going. In
1931, Albert Eddie, one of the founders of the company, died and his partner R.W.
Smith died soon afterwards in 1933.

Second World War (1939–1945)

Royal Enfield 250 cc, type 11F

During World War II, The Enfield Cycle Company was called upon by the British
authorities to develop and manufacture military motorcycles. The models produced
for the military were the WD/C 350 cc sidevalve, WD/CO 350 cc OHV, WD/D 250
cc SV, WD/G 350 cc OHV and WD/L 570 cc SV. One of the most well-known
Enfields was the [ designed to be dropped by parachute with airborne troops.
In order to establish a facility not vulnerable to the wartime bombing of the Midlands,
an underground factory was set up, starting in 1942, in a disused "Bath Stone"
quarry at Westwood, near Bradford-on-Avon, Wiltshire. Many staff were transferred
from Redditch and an estate of "prefabs" was built in Westwood to house them.
As well as motorcycle manufacture, it built other equipment for the war effort such
as mechanical "predictors" for anti-aircraft gunnery: the manufacture of such high
precision equipment was helped by the constant temperature underground. After
the war the factory continued, concentrating on engine manufacture and high
precision machining. After production of Royal Enfield motorcycles ceased, the
precision engineering activities continued until the final demise of the company.

Postwar Model G and Model J and ex-military C and CO (1946–

1954)
Postwar, Royal Enfield resumed production of the single cylinder ohv 350cc model
G and 500cc Model J, with rigid rear frame and telescopic front forks. These were
ride-to-work basic models, in a world hungry for transport. A large number of
factories reconditioned ex-military sv Model C and ohv Model CO singles were also
offered for sale, as they were sold off as surplus by various military services.

Royal Enfield in Madrid, Spain

In 1948, a ground-breaking development in the form of rear suspension springing
was developed, initially for competition model "trials" models (modern endure type
machines), but this was soon offered on the roadgoing Model Bullet 350cc, a single
cylinder OHV. This was a very popular seller, offering a comfortable ride. A 500cc
version appeared shortly after. A mid 1950s version of the Bullet manufacturing
rights and jigs, dies and tools were sold to India for manufacture there, and where
developed versions continue to this day.

500 Twins, Meteors, Super Meteors and Constellations 1949-1963

In 1949, Royal Enfields version of the now popular selling parallel twins appeared.
This 500cc version was the forerunner of a range of Royal Enfield Meteors, 700cc
Super Meteors and 700cc Constellations. Offering good performance at modest
cost, these sold widely, if somewhat quietly in reputation. The 700cc Royal Enfield
Constellation Twin has been described as the first Superbike.
250 cc models

Royal Enfield Crusader

The 250cc class was important in the UK as it was the largest engine which a
'learner' could ride without passing a test. In the late 1950s and early 1960s, Royal
Enfield produced a number of 250 cc machines, including a racer, the 'GP' and a
Scrambler, the 'Moto-X', which used a modified Crusader frame, leading link forks
and a Villiers Star maker engine. The Clipper was a base-model tourer with the
biggest-seller being the Crusader, a 248-cc pushrod OHV single producing 18 bhp
(13 kW).

RE GT with flyscreen

RE GT with Avon Speed flow nosecone fairing

In 1965, a 21 bhp (16 kW) variant called the Continental GT, with red GRP tank,
five speed gearbox (which was also an option on the Crusader), clip-on handlebars,
rearrest footrests, swept pipe and hump-backed seat was launched. It sold well
with its race styling including a fly-screen resembling a race number plate which
doubled as a front number plate mount.

RE Turbo Twin
The Avon 'Speed flow' full sports fairing was available as an extra in
complementary factory colours of red and white.
Other variants were the Olympic and 250 Super 5, notable for use of leading-link
front suspension (all the other 250 road models had conventional telescopic forks)
and the 250 'Turbo Twin', fitted with the Villiers 247 cc twin cylinder two-stroke
engine.
The Royal Enfield GP production-volume racer was first raced in the Manx Grand
Prix in September, 1964. Developed in conjunction with Royal Enfield Racing
Manager Geoff Duke the first public appearance was at Earls Court Show in
November, 1964. Using a duplex-tube frame, leading link forks and one-piece tank
and seat unit, the 250cc two stroke single engine was similar to other small capacity
race machines offered from rivals Greeves, Cotton, DMW and particularly Villiers,
which provided the engines for these marques and many other manufacturers and
bike-builders including the 'Star maker' competition engine used for the Scorpion
racer and Sprite scrambler.

Royal Enfield Interceptor

Royal Enfield Interceptor motorcycle

Main article: Royal Enfield Interceptor

During the onslaught of the Japanese motorcycle manufacturers in the late sixties
and early seventies, the English factories made a final attempt with the 692cc
Interceptor in 1960 [not in citation given] –1961 [not in citation given] followed in
1962–1968 [not in citation given] by the 736cc Series I and Series II Interceptors.
Made largely for the US market, it sported lots of chrome and strong performance,
completing the quarter mile in less than 13 seconds at speeds well above 175 km/h
(105 mph). It became very popular in the US, but the classic mistake of not being
able to supply this demand added to the demise of this last English-made Royal
Enfield.
The Redditch factory ceased production in 1967 and the Bradford-on-Avon factory
closed in 1970, which meant the end of the British Royal Enfield. After the factory
closed a little over two hundred Series II Interceptor engines were stranded at the
dock in 1970. These engines had been on their way to Floyd Clymer in the US; but
Clymer had just died and his export agents, Mitchell's of Birmingham, were left to
dispose of the engines. They approached the Rickman brothers for a frame. The
main problem of the Rickman brothers had always been engine supplies, so a
limited run of Rickman Interceptors was promptly built.
As far as the motorcycle brand goes, though, it would appear that Royal Enfield is
the only motorcycle brand to span three centuries, and still going, with continuous
production. A few of the original Redditch factory buildings remain (2009) and are
part of the Enfield Industrial Estate.

Enfield Indians
From 1955 to 1959, Royal Enfields were painted red, and marketed in the USA as
Indian Motorcycles by the Blockhouse Corporation, who had control of the Indian
Sales Corporation (and therefore Indian Motorcycles) and had stopped
manufacturing all American Indians in the Springfield factory in 1953. But
Americans were not impressed by the badge engineering and the marketing
agreement ended in 1960, and from 1961, Royal Enfields were available in the US
under their own name. The largest Enfield 'Indian' was a 700-cc twin named the
Chief, like its American predecessors.
Enfield India (since 1949)

Enfield India 350cc- Madras

Royal Enfield motorcycles had been sold in India since 1949. In 1955, the Indian
government looked for a suitable motorcycle for its police and army, for use
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, an enormous
order for the time. In 1955, the Redditch company joined Madras Motors in India in
forming "Enfield India" to assemble, under licence, the 350 cc Royal Enfield Bullet
motorcycle in Madras (now called Chennai). Under Indian law, Madras Motors
owned the majority (over 50%) of shares in the company. In 1957 tooling
equipment was sold to Enfield India so that they could manufacture components.
Enfield of India continued producing the 'Bullet' long after the UK factory's
bankruptcy, and changed its branding to 'Royal Enfield' in 1999. The 'Royal Enfield'
name and rights had been purchased by Matt Holder of AMERCO Jigs and Tools,
at the bankruptcy sale in 1967. The business passed on to his son, David Holder,
of the Velocity Motorcycle Company of Birmingham, UK. The Holder family has
produced spares for Royal Enfield motorcycles continuously from 1967 through to
the present,[disputed – discuss] but did not trade under the Royal Enfield name.
While David Holder objected to the use of 'Royal Enfield' by Enfield of India, a UK
court ruled in favour of the Indian company, who have now assumed the trademark,
and produce motorcycles as Royal Enfield.
Royal Enfield India manufactures and sells in India, and also exports to Europe as
well as the Americas, South Africa and Australia. They recently entered the
Indonesian market. Recently Royal Enfield has undergone a major retooling
particularly in the engine department going from carburate cast-iron engines to twin
spark unit construction engines on all its models, with Electronic Fuel Injection (EFI)
available on their flagship 500 cc model. The major redesign has sparked such a
demand for the bikes that Royal Enfield have started double shifts at their plants.
In August 2015, Royal Enfield Motors announced it is establishing its North
American headquarters and a dealership in Milwaukee, Wisconsin, with the
intention to offer three bikes, the Bullet 500, Classic 500 and Continental GT 535
Cafe Racer as they feel this engine size represents an underserved market. The
dealership will be Royal Enfield's first company-owned store in the U.S., according
to Rod Copes, president of Royal Enfield North America. The company wants to
establish about 100 dealerships in American cities starting with Milwaukee.

Royal Enfield Classic 500 in Belgium

"I live here, so I am biased. But in my mind, Milwaukee is kind of the centre of
motorcycling in the United States," said Copes, a former Harley-Davidson
executive. "We view this as kind of our first flagship dealership," he added.
On November 9th, 2017 Royal Enfield revealed their new 650 twins, the Interceptor
and Continental GT 650.
PESTEL analysis
PESTLE analysis of the motor bikes industry in UK PESTLE analysis {Palmer Clive}
of motorbike industry sector investigates the important factors that are affecting the
industry and influencing the companies operating in that sector. It is also perfect
tools for mangers and policy makers of motorbike industry, helping them to
analysing the factors which are affecting while driving their industry to different
countries of the world. Throughout the last few year, the acronym PESTLE has
been suffering a number of changes, but it seems to be the most important factor
which is helpful for decision-makers of royal-Enfield to analysis the current situation
of the that country where industry expands. There are six factors which are
influencing PESTLE analysis. Political factors include areas such as taxation policy,
law labour of law, transportation problems and stable political environment.
Furthermore, governments have great influence proposal that limit number of
motorcycles being sold in the country because Indian currency changes every day
with the comparison of UK pounds. The changes of currency mean the changes of
price of products and demand of product like royal Enfield are also changes which
means recession are enter into the market so UK government take some steps to
solved this problem. Royal Enfield sales would affect by this issue. Furthermore,
UK consumers pay higher pre-tax prices for Motorbikes than anyone else in the
Europe. Government is keen to attract foreign.

PESTEL Analysis in India:

A Cult Motorcycle from India Takes on the World the Royal
Enfield Motors factory in Chennai, India. The brand sold nearly 175,000
motorcycles in 2013. By SAMANTH SUBRAMANIAN Published: January 3, 2014
NEW DELHI, India — The Royal Enfield Bullet, often described as the oldest
continuously produced motorcycle in the world, is a cult product for enthusiasts
who love it for its vintage feel as much as for the thrum of its engine. Muscular and
pliant, the Bullet — an Indian-made avatar of an old British brand — has found
renewed popularity over the last few years, as leisure motorcycling in India has
blossomed. Its manufacturer, Royal Enfield Motors, sold almost 175,000
motorcycles —Bullets as well as three other brands — in 2013. The company is
now looking to push harder into British and American markets, hoping to follow in
the wake of other Indian motor vehicle manufacturers that have competed hard
with overseas brands even as their peers in other industries have struggled. Royal
Enfield’s newest model, a midsize “cafe racer” called the Continental GT, was
introduced at an elaborate event in London in September. “It’s the first bike that
we’ve developed keeping the world market in mind,” said Siddhartha Lal, who is
credited with turning Royal Enfield around. Mr. Lal, age 40, is the chief executive
of Eicher Motors, a manufacturer of buses, trucks and tractors that owns Royal
Enfield. Uncommonly for an Indian executive, he sports sideburns and wears jeans.

Royal Enfield in India:

Royal Enfield is an Indian motorcycle manufacturing company with factories in
Chennai, India. Originally a British motorcycle company, Royal Enfield and
indigenous Madras Motors, it is now a subsidiary of Eicher Motors Limited, an
Indian automaker. The
company makes the Royal Enfield Bullet, and other single-
cylinder motorcycles. Established in 1893, Royal Enfield is the oldest motorcycle
brand in the world still in production, with the Bullet model enjoying the longest
motorcycle production run of all time.

History
The Indian government looked for a suitable motorcycle for its police and army, for
patrolling the country's border. The Royal Enfield 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 India' to assemble, under licence, the 350 cc Royal Enfield Bullet
motorcycle in Madras (now called Chennai). The tooling was sold to Enfield India
so that they could manufacture components. By 1962, all components were made
in India. The Indian Enfield uses the 1960 engine (with metric bearing sizes), Royal
Enfield still makes an essentially similar bike in the 350 cc and 500 cc models,
along with several different models for different market segments.
Royal Enfield was a brand of the Enfield Cycle Company, a British manufacturing
firm. It started in India for the Indian Army 350 cc bikes were imported in kits from
the UK and assembled in Chennai. After a few years, the company started
producing the 500 cc Bullet.
In 1990, Royal Enfield collaborated with the Eicher Group, an automotive company
in India, and merged with it in 1994. Apart from bikes, Eicher Group is involved in
the production and sales of tractors, commercial vehicles, and automotive gears.
Although Royal Enfield experienced difficulties in the 1990s, and ceased
motorcycle production at their Jaipur factory in 2002, by 2013 the company opened
a new primary factory in the Chennai suburb of Bragada on the strength of
increased demand for its motorcycles. The original factory at Trottier became
secondary, and continues to produce engines and some motorcycle models. In
2014 Royal Enfield appointed Pierre Terblanche as the head of new product design.
In January 2015, the company announced the appointment of Redate ‘Rudy’ Singh
as President of Royal Enfield. Singh was previously a Vice President of Unilever in
Singapore. Royal Enfield announced its first takeover of another company in May,
2015 with the purchase of a UK motorcycle design and manufacturing firm, Harris
Performance Products, that had previously developed the chassis of the Royal
Enfield Continental GT Cafe Racer.
Royal Enfield currently sells motorcycles in more than 50 countries. Royal Enfield
surpassed Harley-Davidson in global sales in 2015, and received an
acknowledgment from US President Barack Obama as the guest of honour at the
2015 Delhi Republic Day parade. "I saw the Republic Day daredevils on Royal
Enfield motorcycles," Obama said, adding that "the secret service doesn't let me
ride motorcycles, especially not on my head." He again acknowledged the Border
Security Force riders later in the day, saying "I would, by the way, not drive a
motorcycle after watching those incredible acrobats."
In August 2015, Royal Enfield Motors announced it is establishing its North
American headquarters and a dealership in Milwaukee, Wisconsin, with the
intention to offer three bikes, the Bullet 500, Classic 500 and Continental GT 535
Cafe Racer as they feel this engine size represents an underserved market. The
dealership will be Royal Enfield's first company-owned store in the U.S., according
to Rod Copes, president of Royal Enfield North America. The company wants to
establish about 100 dealerships in American cities starting with Milwaukee.
"I live here, so I am biased. But in my mind, Milwaukee is kind of the centre of
motorcycling in the United States," said Copes, a former Harley-Davidson
executive. "We view this as kind of our first flagship dealership," he added.
Later in August 2015, parent-business Eicher announced its entry in Indonesia as
a part of its global strategy in the mid-sized (250-750 cc) motorcycle segment,
initially starting retail operations from a dealership in Jakarta. From April to
September, 2015, Royal Enfield's domestic sales were 50% higher than the
previous year, despite a declining motorcycle market in India.
In 2017, Royal Enfield added new variants of the Classic 350 and 500 motorcycles.
While the Royal Enfield Classic 350 gets Gun Grey as a new colour option, the
Classic 500 will now come in Stealth Black colour. Royal Enfield has unveiled the
650 cc twin-cylinder engine at the Technology Centre in Leicestershire, England,
on November 2017. This will power the next generation of Royal Enfield
motorcycles. Royal Enfield is going to showcase this at the EICMA (Milan
Motorcycle Show), starting from November 7 in
Italy.
Royal Enfield Plants
Royal Enfield has one manufacturing and assembly facility in Chennai, Tamil Nadu.
This manufacturing plant has been functional since 1955 and still produces the
Royal Enfield
Bullet 350cc and 500 cc models.
List of models produced at the plant:
Thunderbird 500
Thunderbird 300
Classic Desert Storm
Classic Battle Green
Classic Chrome
Classic 500
Classic 350
Bullet 500
Bullet 350
Bullet Electra
Bullet Machismo
Continental GT

Selling Royal Enfield across the World

Royal Enfield's biggest market is India itself; however, it also exports various
models and variants of Royal Enfield in more than 50 countries. Some of the
major markets for Royal Enfield are in: -
United States of America (USA)
Australia
Argentina
United Kingdom (UK)
Italy
Japan
Germany
France
Brazil
Canada
Korea
Malaysia
Russia
Netherlands
Singapore
Switzerland
South Africa
Spain
Current Models of Royal Enfield
The Royal Enfield deals in a number of models and variants in India, all of which
are manufactured at the Chennai based plant.
Thunderbird 500 (Rs. 1,73,513)
Thunderbird 300 (Rs. 1,36,646)
Classic Desert Storm (Rs. 1,62,958)
Classic Battle Green (Rs. 1,66,000)
Classic Chrome (Rs. 1,70,431)
Classic 500 (Rs. 1,60,339)
Classic 350 (Rs. 1,25,465)
Bullet 500 (Rs. 1,50,477)
Bullet 350 (Rs. 1,04,883)
Bullet Electra (Rs. 1,17,681)
Bullet Machismo (Rs. 1,07,00)
Continental GT (Rs. 1,92,126)

Feature Model of Royal Enfield:

Royal Enfield's Research and Development Centre in UK is developing a twin-
cylinder 600-650cc (Codename P61) motorcycle in order to give the global brands
a tough time for sales in developing markets. The brand recently updated its line-
up and introduced Himalayan, the tough tourer and adventure bike for those who
want to keep their aspirations high while keeping the overall cost low.
Royal Enfield has gone many folds since the introduction of new machines to their
line-up and the twin cylinder offering can easily take its place against the entry level
Harley cruisers in the country. Those who are forced to leave Royal Enfield due to
the restriction of engine on 535cc bar could keep up with their favourite brand under
a very attractive price tag from the company.

The official body type of the motorcycle will be known after the test mules are
spotted in the wild. Till then, we can expect it to be a power cruiser. Harley
Davidson, the most potential rival to the emerging Royal Enfield has a different way
of thinking about their growth.

"We don't compete head to head with Royal Enfield and we don't think we see
(smaller displacement bikes) as something we want to get into. The fact that lots
of Royal Enfield customers aspire to come to leisure motorcycling at some time
and hopefully Harley-Davidson is the first brand that they can think of," Marc
McAllister, managing director of Harley-Davidson Asia-Pacific, said in a recent
interview to ET.

Royal Enfield will cater the needs of the European amateur riders and expected
power for the bike is expected to stay below 48 PS, providing a powerful ride under
the A2 license category.
Marketing Strategy of Royal Enfield:

Marketing Mix of Royal Enfield analyses the brand/company which covers 4Ps
(Product, Price, Place, Promotion) and explains the Royal Enfield marketing
strategy. The article elaborates the pricing, advertising & distribution strategies
used by the company.

Let us start the Royal Enfield Marketing Mix:

Product:
Royal Enfield is one the leading global motorcycle brands based out of India. Royal
Enfield which started making bikes for Indian army has a concentrated product
portfolio in its marketing mix and manufactured motorbikes are: Café Racer
(Continental GT), Cruiser (Royal Enfield Thunderbird 500, Thunderbird 350), Retro
Street (Classic Squadron Blue, Classic Desert Storm, Classic Battle Green, Classic
Chrome, Classic 500, Classic 350), Standard street (Royal Enfield Bullet 500,
Bullet 50, Bullet ES), Himalayan. Royal Enfield products are also known for their
versatility according to consumers demand like adjusting the gears from ideal to
left. This helps them in attracting new customers. They also utilize the strength of
engine as their own strength to retain current customers. As the products are not
only driven by innovations but more with an understanding of users, market and
competitors so now Royal Enfield is even changing from a manufacturing approach
to become more consumer oriented. Royal Enfield likes to make changes,
implement new things in bikes without taking their initial identity.
Price:

Royal Enfield comes up with a bike which is more demanded by the younger
generations. So Royal Enfield focused on the bike explorers and moderately aged
youths who love to catch up with the new hard style bikes and focuses more on
quality then the price. So, with this Royal Enfield follows a premium pricing strategy
in its marketing mix by delivering its customers a high-quality product which are
worth the value. With the goal as less of more Royal Enfield manufacturers a
smaller number of models but each one of them is of high quality which helps them
in offering a capable and stylish product under its brand to their users who whole
heartedly accept the product regardless of premium price. After the GST prices
Royal Enfield has adopted a different strategy by further diminishing the prices of
its least popular bikes.

Place:

Royal Enfield whose central manufacturing plant is based in Chennai is now

operating in more than 50 nations all over the world. Currently Royal Enfield’s
distributors who are working for different exports markets themselves appoint
dealers in various locations who finally run the multi brand outlets. With a new
assembling plant opened in Chennai, Royal Enfield is able to tackle the problems
of product shortage and they easily export the products to all the nations through
ship route. Even after this there are few nations where shipping is not that easy like
Brazil due to various policies so Royal Enfield is looking to open local assembly
and manufacturing plants. Royal Enfield has a vast and strong distribution network
which incorporates the goals of merchants and dealers so that customer needs are
satisfied without any issue. Royal Enfield targets both urban and rural consumers
in India with its more than 350 dealership outlets. However urban consumers are
favoured little mores seeing the past purchase records and youngster’s preference
who are their main consumers.

Promotion:

Royal Enfield has always focused on a holistic and complete marketing approach.
To increase the volume of bikes sold, Royal Enfield has decided to focuses more
on the consumers need rather than engineering. They launch what consumer
wanted so as to increase the visibility of their products to a larger audience. Seeing
that their prime consumers are middle aged man who are more inclined to the
digital technology so Royal Enfield focuses more on digital marketing i.e. by
launching various online campaigns on different social media sites like Facebook,
twitter, Instagram etc. It also participates in various shows or deal with various TV
series in order to increase visibility of products.
Royal Enfield’s promotions are also seen by traditional way that is through TV,
newspaper, magazines, flyers, boards etc. Hence, this concludes the Royal Enfield
marketing mix

.
About Royal Enfield:

Royal Enfield is an Indian motorcycle company which has created a huge impact
in the automobile industry. Royal Enfield has been able to create an image in the
market such that by its name only every consumer creates an image of a
luxurious, strong motorcycle. Royal Enfield have been manufacturing the classic
automobiles like Bullet, Electra, and Thunderbird series from 1909. Royal Enfield
is also distinctive in its logo with a cannon and a tagline of “Made like a gun”. This
logo shows the heritage of the Enfield Company. Vehicles manufactured under
Royal Enfield are prevalent for tough looks, incomparable dependability and
enormous power.

Royal Enfield Achievements & Awards:

• Royal Enfield overtook top world brand Harley Davidson in terms of sales;
approximately 3,00,000 units were sold by Royal Enfield in 2014 as
compared to 2,67,000 sold by Harley Davidson.
• Royal Enfield sales jumped up to 43 percent in January 2015.
• Royal Enfield made profits worth Rs. 558 crores in 2014.
• Royal Enfield Thunderbird 500 was given the 2012 Enthusiast Motorcycle
250cc –500cc award.
• Royal Enfield Thunderbird was conferred with ‘Motorcycle of the Year’
award for above 250cc category in 2013.
 • Royal Enfield won the 2012-13 Motorcycle Manufacturer of the Year award.
• Royal Enfield Continental GT garnered ‘Indian Motorcycle of the Year’
award in 2014.
• Bullet Classic C5 was bestowed upon Best Bike (Metric-Stock) at the
Beardly Cruzan Classic Car and Motorcycle Show in Arizona, USA, in 2009.

Royal Enfield Down, The Incredible Conclusion:

Cay Huff’s conclusion to his riveting account of the crash of his Royal Enfield
Bullet 612 is on the Royal Enfield Yahoo Message Board now, along with many
pictures. In his words:

"I would have to attribute the fact that there was so little damage to, well first Divine
intervention, but then to that little thing that looks like a bar end weight on the right
handle bar (shown). What it really is is a neat helmet lock. The thing is, it rotates
very freely. It served as a little caster wheel and kept the bar from digging in..."

"The scrape marks on the brake lever line up perfectly with those on the headlight.
If one places a flat piece of cardboard along those ground down flats to represent
the road surface it becomes apparent that the bike at some point was in a near
vertical upside down position."
Case Study:
In the year 1893, Enfield Manufacturing Company Ltd (Enfield Manufacturing) was
setup in England to manufacture bicycles. The company manufactured its products
under the Royal Enfield brand. Not content with limiting its product line to bicycles,
Enfield Manufacturing soon decided to focus on building other types of vehicles. In
the year 1899, it started manufacturing a quadricycle called the Royal Enfield
Quadricycle. The Royal Enfield Quadricycle was powered by a rear-mounted
engine. Despite being an innovative concept at that time, the Quadricycle had
limited market potential. In the year 1901, Enfield Manufacturing launched its first
motorcycle. This was fitted with a 239 cc engine.
ROYAL ENFIELD INDIA
As part of its global expansion strategy, Enfield started selling its motorcycles in
the Indian market in the year 1949. In 1955, the Indian government placed an order
for eight hundred 350 cc Royal Enfield motorcycles for use by its police and armed
forces. The Royal Enfield motorcycles were considered an ideal choice for the
Indian army for patrolling the country’s border...
A CULT BRAND IN TROUBLE
Despite operating in a niche segment, Royal Enfield remained one of the most
admired two wheeler brands in India. The bikes were preferred by both motorcycle
enthusiasts and customers in the rural areas...
REVIVING THE BRAND
Immediately after taking over as CEO, Siddhartha analyzed the strengths and
weaknesses of Royal Enfield to come up with a strategy to put the brand on its path
to revival. He came to the conclusion that the sales of Royal Enfield motorcycles
needed to be improved quickly to save the brand....
FOCUS ON OTHER BRAND ELEMENTS

With the quality issues addressed, the management focused on improving the
customers’ experience of buying and owning the brand. To improve the sales
experience, Royal Enfield improved the look of the dealer outlets...
AIMING HIGHER GROWTH
Even though the prices of Royal Enfield were higher than that of the low powered
Japanese motorcycle brands sold in India, they were cheaper than the major global
brands. And in order to keep the motorcycles affordable in the price conscious
Indian market, the company did not revise its prices even after the prospects of the
brand started to improve...

LOOKING AHEAD
The strong pricing power of the Royal Enfield brand and the improved operating
margins rapidly increased the valuation of the company. By the year 2015, Eicher
Motors had become one of the most expensive automobile stocks in India...