The Story Behind the Resurgence of the Model


For the longest time, for those who talked about the identify Royal Enfield, the very first thing most individuals considered was an affordable, not-well-made motorbike out of India that was a pale shadow of the unique Royal Enfield firm from the UK. Extra correctly generally known as Royal Enfield Motors, the India department of the corporate was arrange principally as an engine and elements manufacturing department, with these components being shipped again to the UK—however after a number of years of its institution in 1955, it made extra sense for the Indian department to construct the whole bike.

When Royal Enfield closed its doorways in 1971, Royal Enfield Motors inherited all of the rights, names, and fashions that the unique dad or mum firm left behind. Already a extremely popular Indian motorbike producer, it produced bikes at a fee that was capable of match the demand within the populous nation. Nevertheless, exterior of India, particularly as soon as the Japanese motorbike import market kicked into excessive gear, the bikes fell out of favor—with a status for being unreliable, cheaply constructed, and usually not being all that in style throughout the worldwide driving neighborhood.

Issues had been wanting fairly poor for the corporate within the latter years of the Nineties, because the export demand for Royal Enfield bikes dropped off, and a merger with the Eicher Group in India had began to unfold the corporate a bit skinny. It was wanting just like the Royal Enfield identify would disappear solely if issues didn’t change.

The Early 2000s: The Brink of Chapter

Royal Enfield, and the Eicher Group as a complete, skilled a difficult begin to the brand new millennium. Gross sales had been down, income had been down, and nobody appeared to be keen to determine a method to save lots of both firm. It was then that Vikram Lal, the founder and CEO of Eicher Group, met up together with his son, Siddhartha Lal, freshly returned from incomes his masters in automotive engineering on the College of Leeds within the UK, and made him CEO of Royal Enfield on the age of 26.

Siddhartha Lal in 2012. Picture through Wikimedia Commons.

He was given one broad ranging job: finish the losses and make the corporate worthwhile once more. From 2000 to 2004, Lal labored out of the Royal Enfield’s headquarters and first manufacturing facility in Chennai, India, together with in 2002 throughout flooding that shut down the manufacturing flooring. He stayed within the headquarters constructing, residing there whereas the floods subsided. Lal labored tirelessly to trim fats, introduce newer, extra economical manufacturing strategies—and for the primary time in almost a decade, improve the motorbike fashions to have trendy options whereas retaining a basic look.

His greatest inspiration got here when he was finding out within the UK, as he had discovered that the majority small automobiles on the street there have been cheaply made, poorly-built, and felt uninspiring to drive—till destiny gave him the possibility to drive a brand new Mini. In a single drive, he found a enjoyable and well-built small automotive that was an absolute blast to take down a British B-road.

It occurred to him whereas he was CEO of Royal Enfield that this was the path he wanted to take: make the neo-retro bikes enjoyable to experience, enhance their dealing with and reliability, and all with out sacrificing the essence of what makes a bike a Royal Enfield.

With the associated fee chopping measures discovered, the manufacturing streamlined, and with a core idea of what wanted to occur, Lal set about bringing Royal Enfield, and the Eicher Group as effectively, out of the crimson and into the black. Abruptly, the basic Royal Enfield motorbike had gas injection, brakes that had been very good, clean and dependable energy, and didn’t transmit almost as many vibrations as they’d for the previous couple of many years.

The one concern was that the corporate was nonetheless not pulling out of the crimson as quick as anticipated—although gross sales had been boosted virtually tenfold—as there have been three distinct and separate platforms that the bikes had been constructed on.

From 2010 to 2020: The Arduous Choice to Begin a New Technique

Regardless of being made CEO of the Eicher Group as a complete in 2006, Lal was nonetheless centered on bringing the Royal Enfield identify again from the brink. It was due to his place as CEO, particularly after streamlining quite a lot of different Eicher Group firms, that he sat down and had a very laborious take into consideration what to do in late 2009. It abruptly hit him.

From 2010 onwards, all Royal Enfield bikes could be constructed from a single platform, the Royal Enfield Traditional. This may maximize the corporate’s financial system of scale, in addition to streamline the manufacturing of bikes even additional. The Royal Enfield Traditional, the primary bike of the brand new platform, was a large gamble, as all of the earlier fashions had been retired. It was, fairly actually, an all or nothing, Hail Mary technique that will both save the corporate or bury it.

2010 Royal Enfield Classic G5 or Bullet 500 in North America
With out intending the pun, the whole way forward for Royal Enfield rode on this bike: the Traditional. It is a 2010 Traditional G5 (500cc), which was known as the Bullet 500 in North America. Picture through TotalMotorcycle.

Fortunately, because the Traditional was a well-built, dependable, and surprisingly highly effective motorbike, it caught on extraordinarily shortly. Extra importantly, it caught on exterior of India, garnering quite a lot of curiosity within the UK as a neo-retro that stored the DNA of an Enfield however dealt with and rode in a really trendy means. The Traditional was so profitable that from 2010 to 2014, gross sales elevated exponentially from an unique 50,000 MY2010 bikes to simply underneath 590,000 MY2014 bikes.

Most CEOs could be very completely satisfied to see these numbers, however Lal felt that one thing was nonetheless lacking—one thing that will make the Royal Enfield identify not only a respected one, however a fascinating one. So in his second all-or-nothing gamble in 5 years, Siddhartha divested 13 companies from Eicher, leaving solely the business vans division and Royal Enfield. Utilizing the cash from the divestiture, a brand new North American department of the corporate was established, as was a brand new design and analysis division within the UK.

In an impressed transfer, Lal arrange the UK workplace in Hinckley, England—the identical city the place Triumph Bikes is headquartered. What was significantly good was that he had positioned the workplace a number of miles nearer to the central practice station within the city than Triumph was, so anybody who needed to commute by practice had a shorter journey to get to the Enfield places of work than the Triumph HQ.

Siddhartha Lal in front of the Royal Enfield Tech Development Office in Hinckley, England
Siddhartha Lal in entrance of the Royal Enfield Tech Improvement Workplace in Hinckley, England. Picture from Royal Enfield Twitter.

Lal additionally used that cash to usher in the precise expertise. Rod Copes, former senior supervisor at Harley-Davidson, grew to become president of the North American department. Pierre Terblanche was snatched from Ducati to grow to be the top of commercial design on the UK workplace. James Younger and Simon Warburton, division heads for engines and merchandise respectively, had been enticed away from Triumph. His crowning achievement was hiring Rudratej Singh, a advertising director from the huge multinational firm Unilever, and putting in him as President and advertising director of Royal Enfield UK.

From all of those hires, and thru utilizing a standard base platform, Royal Enfield bikes shot up in high quality, even past what Lal himself had been capable of handle. The Interceptor 650 and Continental GT had been designed and launched, as was the primary Royal Enfield devoted ADV bike, the Royal Enfield Himalayan. For these wanting a basic bike, the Traditional 350 and Traditional 500 bikes continued, and the Bullet 350 and Bullet 500 adopted. All of those bikes are primarily based on the identical platform, however every considered one of them is a unique type of motorcycle to permit for extra shopper selection.

Siddhartha Lal had not solely saved Royal Enfield and the Eicher Group from chapter, however in a decade, he had turned the corporate from a small Indian motorbike firm making previous bikes into a contemporary, streamlined firm producing high quality, dependable neo-classic bikes folks truly needed to experience. He did that via two gigantic gambles, and each of them paid off—Royal Enfield now accounts for 80% or so of the Eicher Group’s yearly revenue and revenue.

2020 & Past: No Indicators of Slowing Down

Lastly happy that the Royal Enfield identify is secure and in good standing, Lal’s newest transfer has been to nominate a brand new CEO of Royal Enfield, B. Govindarajan, in Might of 2022. Govindarajan was most lately Government Director of Royal Enfield, reporting on to Lal, and earlier than that he was the Chief Working Officer of Royal Enfield’s world technique since 2013. The Himalayan was his undertaking, accepted by Lal, which opened up a wholly new phase of the motorbike marketplace for the corporate.

Among the new initiatives which have already been began are bringing the Royal Enfield Meteor 350 and Tremendous Meteor 650 to the worldwide market, in addition to bringing their first retro cruiser, the Shotgun 650, to Western shores someday within the subsequent few years. Gross sales are nonetheless very sturdy with the Interceptor 650 and Continental fashions, however Govindarajan has said that an organization that makes a very good product survives, whereas an organization that innovates and expands prospers.

2022 Royal Enfield Shotgun 650
The 2022 Royal Enfield Shotgun 650, the primary devoted cruiser mannequin from the corporate, taking strong goal at Sportster-style cruisers. Picture through VisorDown.

It’s fairly secure to say that with the expertise Lal was capable of carry into the corporate’s new technique in 2015—in addition to having a CEO he is aware of he can belief—Royal Enfield just isn’t going to vanish anytime quickly. There are even some whispers on the market that the UK tech workplace has began experimenting with an electrical drivetrain, though these are largely unsubstantiated at this level.

We don’t assume it’s an excessive amount of of a stretch, nevertheless, since fairly a number of producers world wide are both doubling down on electrical bikes (like Harley-Davidson with the Livewire), or beginning analysis on electrical bikes, such because the Gachaco alliance of the Large 4 in Japan to share swappable battery know-how.



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