Design Management

SUDHIR MOR | PG (Product Design) | NID

Royal Enfield Motorcycles

History

Earlier Enfield cycle company.

Used to make motorcycles, bicycles, lawnmowers and

stationary engines.

Brand name Royal Enfield was licensed in 1890.

It was a England based company.

In 1956 Enfield of India started assembling Bullet

motorcycles under licence from UK components, and by

1962 were manufacturing complete bikes.

Value of Product

Royal Enfield is now the oldest motorcycle brand in the

world.

Still in production with the Bullet model enjoying the

longest motorcycle production run of all time.

All hand made and assembled.

1891 - 1900 1900 - 1910 1911 - 1920 1921 - 1930

Journey Cont…

1931 - 1940 1941 - 1950 1971 - 1980

1980 - 2000 Recent

Product Range

Bullet 350

Electra

Thunderbird

Classic 350

Classic 500

Best feature…

Still contains its original value, design, power.

Can be modified or customized.

Users

Youth

Farmers

Army

Police

Politicians

Tourist

Marketing and sales

They have dedicated showrooms and service stations.

The organize TRIP as an official tour for all Royal Enfield owners.

It acts like a community.

Creates promos.

Short films or ads.

Comes in different models.

Gives test ride at home also.

Competition in market

It comes in a different segment i.e. in-between a cruiser

and a racing bike. So pulsar and FZ doesn't come in its

way.

People buy it because of cult towards it also.

The major competitor is Harly Davidson Motorcycles.

Revenue

Company and manufacturing unit is in Chennai.

Royal Enfield, manufacturers of the renowned range of

Bullet motorcycles, is a part of the 1500 crores Eicher

Group

You can get a classic only after 6 months of booking.

Expanding their current manufacturing facility to double

the capacity.

54% growth in sales turnover in last two years.

Thank you…