Guru On July - 6 - 2011

Now you can see Katrina Kaif  on Royal Enfield Bullet classic 500 cc in upcoming Bollywood movie Zindgi Na Milegi  Dobara. A movie produced by Ritesh Sidwani and directed by Zoya Akhtar

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RoyalEnfield, the Manufacturers of the Royal Enfield Bullet Classic motorcycle, apparently doesn’t intellect riding the gesture, particularly since the bike Katrina is riding in the big-budget film has played a key function in shifting the company’s destiny after it was launched in December 2009. Previously, Royal Enfield mainly dealt with reactionary Royal Enfield Bullet customers.

Despite the fact that it is still miles at the back other two-wheeler manufacturers inIndiain the sales volumes, World’s oldest motorcycle producer has roofed an excellent space. Some time ago, Royal Enfield was selling just 25,000 bikes in a year. In this calendar year, Royal Enfield has targeted production of over 70,000 motorcycles from 52,000 motorcycles in last calendar year. RoyalEnfieldhas also planning to commission a new plant in Tamilnadu which will produce 150,000 Royal Enfield motorcycles. New plant of Royal Enfield will come in operation in beginning of 2013..

The major cause for Royal Enfield’s dreary pathway testimony in the earlier period was the huge displeasure between Royal Enfiled motorcycle consumers on motorcycle quality, late deliveries and reach. The booking waiting period for Royal Enfield Motorcycle was abnormally long. Long waiting period was not for the reason, that massive spear in demand, but because Royal Enfield’s could not do well to get better supply flow of their motorcycles. Likewise, there were frequent complaints in bike’s clutch and engine.

The new Chief Executive Officer of Royal Enfield, Dr. Venkatesh Padmanabhan expresses the problems as “production constraints”, in Royal Enfield existing plant at Tiruvottiyur, Chennai. Supply constraint would get resolved once the new plant is commissioned As per Dr. Venkatesh Padmanabhan  despite increasing production in existing plant from four thousand bikes per month to six thousand plus bike per month, market is  still  demanding more bikes to sell. For top end model like classic 500 cc bike consumers are eager to wait for even six to eight months time.

Regarding excellence issues in Royal Enfield Motorcycle, Dr. Padmanabhan told that most of the irritants have already been rectified. RoyalEnfieldhas even started importing batteries fromItalyto come out from the issue of battery discharging in self start motorcycles. “We would like to move on very fast, leaving the past behind, as in today scenario buyer’s hope from Royal Enfield  have grown tremendously.

About expansion of dealer net work for better reach, The current strength of Royal Enfield dealers is around 175 dealers and we are adding four to five dealers every month and it may continue in next three years period. Apart for domestic market, Royal Enfield also felt to increase their network outsideIndia. RoyalEnfieldfelt their existence in 29 countries globally including theUS,UK,Italy,France&Spain. In last financial year, Royal Enfield shipped 2,500 motorcycles abroad and Royal Enfield Bike was ranked amongst the top ten bike brands in theUKin the category of 125cc to 500 cc. As per Dr.Venki Royal Enfield expected to touch 6 % of export bikes contribution by 2012, in Royal Enfield annual turnover with expansion of their network in more than 40 countries globally

.As per Dr. Venki  Padmanabhan  in future overseas customers will find Royal Enfield motorcycle more attractive because of  several “coherent reasons” like : close-by dealers better service and more reliable bikes with left side gear shift and better fuel efficiency. None of the bike in this capacity is delivering such fuel economy.

We are now in process of adopting the right brand and value positioning of our bikes in untapped foreign markets where potential is huge.

Royal Enfield at present selling five models starting from Bullet 350 UCE, Electra UCE, Thunderbird Twin spark, Classic 350 and Classic 500,

With the changing time, Indian motorcycling lifestyle brand is also gearing up for a brand extension, by launching a range of riding gear. Some time ago Harley Davidson has introduced the riding gears and successful. RoyalEnfield now also in process of introducing rider and bike accessories exclusively for Royal Enfield bikes and their riders. These products  will be branded with a new Royal Enfield logo. Product range  which will  include Sun glasses,  riding jackets, helmets, riding boots, key chains, pants, bags, raincoats, etc. RoyalEnfield also planning to launch launch branded accessories like ropes, luggage racks &  panniers, etc.

Royal Enfield has found new way  of building its brand apart from traditional advertising and by organizing adventure trips which are unwrap only to Royal Enfield Motorcycle  owners.

Categories: Royal Enfield News

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