INDIA

It

was founded in 1893 by Albert Eadie and Robert Walker in England. earlier name was Enfield Manufacturing Co. Ltd. ,it was registered to manufacture bicycle. 1899, it manufactured heavy bicycle fitted with an engine.

The

Originally

In

 Later

it started producing motorcycle and it supplied large numbers of motorcycles to the British War Department 7. Finally in 1924 launched the first Enfield four-stroke 350 cc motorcycle.

 Royal

Enfield was the name under which the Enfield Cycle Company made motorcycles, bicycles, lawnmowers and stationary engines. This legacy of weapons manufacture is reflected in the logo, a cannon, and their motto "Made like a gun, goes like a bullet". Use of the brand name Royal Enfield was licensed by the Crown in 1890.

(1913) Royal Enfield 425cc

( 1923) Royal Enfield 225cc

Type Industry Founded Headquarters Products Parent Website

Subsidiary Motorcycle 1955 as Enfield India Chennai, India Motorcycles Eicher Motors www.royalenfield.com

 Royal

Enfield motorcycles made in England were being sold in India from 1949. In 1955, the Indian government looked for a suitable motorcycle for its police and army, for patrolling the country's border. The Bullet was chosen as the most suitable bike for the job.

In 1955, the Redditch company partnered with Madras Motors in India to form 'Enfield India' to assemble, under license, the 350 cc Royal Enfield Bullet motorcycle in Madras (now called Chennai).

 The

first machines were assembled entirely from components shipped from England. In 1957, 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), in the pre-1956 design frame.

 An

independent manufacturer since the demise of Royal Enfield in England, Enfield India still makes an essentially similar bike in 350 cc and 500 cc forms today, along with several different models for different market segments. In 1986, UK civil servant Raja Narayan returned to India and organised an export arm for the company to market the Bullet in England. Starting with a Bullet 350 in 1986, he was soon giving feedback that led to improvements.

 In

1994, Eicher Group bought into Enfield India. In late 1995, the Enfield India firm acquired the rights to the name Royal Enfield. Royal Enfield of India now sells motorcycles in over twenty countries. They are being imported. The Indian government ordered 800 500 cc model Bullets.

 Classic

(350 & 500 cc) Bullet 500 ES Thunderbird (350 cc) Bullet Electra-X (500 cc) Explorer Silver plus

STRENGTH:

It produces the strongest bikes in India. It has a good speed and look
It is the First bike in India launched with high CC. Loyal Customer Base: Royal Enfield has been successful in building up a good and loyal base among its customers. After Sales Service: Till today, customers are satisfied with the after sales service

Refinement, comfort, great handling and that much-sought-after big bike feel are all available. Brand Recall: the name Royal Enfield itself is a metaphor to its success

 High Maintenance: The maintenance of Royal Enfield is high as compared to its competitors. Fuel Efficiency: The Royal Enfield offers only 30kpl in city and 45kpl in highway. Less Promotion: the promotions and ads of Royal Enfield are very less as compared to its competitors. Pricing

 If

Royal Enfield comes up with the idea of changing some features of Royal Enfield Bullet , like self canceling indicators, soft touch handle bar and digital speedometer, it will help them to boost up the sales of Royal Enfield. If they are able to improvise the fuel efficiency of Royal Enfield , it will be a golden opportunity to take over the market.

 Taking

into consideration the reviews of the customers and making the needful changes will be an opportunity to capture an even larger share in the market.

 The

major threat faced by Royal Enfield is from Bajaj Pulsar, who has always been the market leader in the 150 plus segment with 60% market share. Royal Enfield s strong competitors Bajaj and Hero Honda, in 150 cc plus segment, already posses certain features like selfcontrolling indicators, soft touch handle bar which Royal Enfield lacks.

 The

competitor Pulsar 200cc has already come up with oil cooled engine which delivers maximum power. This is again a major threat to Royal Enfield.

 Every

one dream of buying a Harley but we can buy 8 Bullets in price of one cheapest HD. There is a huge gap between the price of a top end RE and the cheapest HD. HDs are called American REs.

 Nashwin

DMello, 28, was one of a handful of bikers invited by Harley to test-drive its machines on a grand tour of India. The trip, from the southern jungles of Goa to the northern deserts of Rajasthan, took its toll. "After 500km nuts and bolts started to fall off," he said.

 V-Twin

means a bike with double engine. Starting from 770cc it goes up to 1350cc. RE plans to bring only 770cc and 1000cc bikes to India.

 As

the only genuine touring motorcycle manufactured in India, Royal Enfield has more recently stayed away from regular mass media advertising and has concentrated more on building its brand around the values that the brand stands for - riding and eating up the miles. Royal Enfield strongly promotes leisure motorcycling as a lifestyle and encourages the Royal Enfield riders/owners to keep riding.

 In

this regard, the company organizes annual events and rides such as the Himalayan Odyssey, The tour of the Rann of Kutch, The tour of NH 17 (Mumbai to Goa), the Tour of Rajasthan, the tour of the North East and the Southern Odyssey. It also organizes the Annual festival of biking, Rider Mania in Goa which attracts Royal Enfield riders from all over.

 Bullet

also sponsors many trips in India in which it provides Bikes for the Trip and Branded T-Shirts too. Bullet also organizes a 16 day Royal Enfield Himalayan Odyssey every year. These all exercises can take Brand to new heights, the Cult Height.

 Bullet

is a tradition in Punjab. People flaunt it, People aspire it. Bullet is truly a Cult brand in Punjab and also other interiors of India. This is amazing how a Chennai based brand has achieved a cult status in Punjab. Bullet needs to leverage this to establish it as a big Cult brand in whole of the India.

 Makes

a motorcyclist call his Enfield Bullet

My First Love.
There

is a saying about Bullet, "Once

you ride a Bullet, You don't ride any other bike"! We are sure.