Fortune India
Royal Enfield is not just a name. The brand today conjures up a muscular and masculine ride, and is deeply enmeshed with the culture of biking in India.
Royal Enfield encapsulates Raj Kapoor's immortal lines, 'Phir bhi dil hain Hindustani.' Yes, it was originally made in factories in the UK. But it found a home in India in 1955. The brand never left the country since then.
Royal Enfield, also going by the moniker, Bullet, was first used extensively by the Indian Army to patrol difficult mountainous terrain. But over time, it reached the civilian side.
Royal Enfield, in the 1990s, underwent a very tough time. It used to struggle with outdated tech, and poor sales. Plus with the economy opening up, competition too grew.
Eicher Motors bought Royal Enfield in 1994. Since then, it focussed completely in revamping the brand and its transformation began with CEO Siddhartha Lal.
Royal Enfield, in a bid to recapture the market, got its engines updated and drastically improved its build quality. But retained its vintage charm. The bikes now have a dedicated and loyal fan base.
2009 was a pivotal year for the brand. Eicher launched the Classic 350 and its retro style but great performance struck an instant cord with a generation of riders, young and old.
Royal Enfield bikes today are a statement of identity. It signifies old but also the modern. Most importantly, it signifies the essence of masculinity and power.
Royal Enfield holds near-complete domination in the 250-750cc motorbike segment, with over 90% market share.
But why should the great Royal Enfield be confined to India? Eicher has ensured the brand goes global, from Europe to America. The Interceptor 650, Continental GT have received rave reviews internationally.