It is a well-known adage for anyone familiar with branding and marketing: Legacy can’t be bought; it has to be earned and built over time.
Throughout its history and performance, iconic British motorcycle brand Royal Enfield that is now owned and managed by the Eicher Group has successfully created its own legacy in India and globally. Come September, the nearly hundred year old motorcycle will add another page to this heritage by reinventing itself.
Currently, the Royal Enfield Bullet, a model it makes, holds the distinction of being the longest selling series production motorcycle in the world. Later this year, this moniker will appear in a modern avatar. The lean and mean machine from Royal Enfield has caused the global marque brands Harley and Triumph to shed weight to take it on. Such is the stranglehold of Royal Enfield in the mid-size motorcycle that, both these globally established brands had to join hands with Indian partners to challenge the maker of Meteor and Classic and wean away buyers.
The all-new incoming Bullet is internally codenamed as the J1B and in a way completes the revamp of Royal Enfield’s core platform with 350 cc engine.
Much like the earlier Classic model, the new Bullet is set to get a new heart and a body. Yet, it is going to retain its form factor and character to reinforce its place in the Royal Enfield portfolio that is witnessing a flurry of new competition. So far, the likes of Jawa, Yezdi and Honda could barely have an impact on Royal Enfield, which has only grown from strength to strength. And this competitive disruption comes at a time, when Royal Enfield is probably at its strongest ever.
Tightening the grip
Denne historien er fra 1st July 2023-utgaven av Autocar Professional.
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Denne historien er fra 1st July 2023-utgaven av Autocar Professional.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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