Royal Enfield is a name that readily goes with the very passion of biking. This Indian bike major has come a long way and achieved many milestone’s to acquire the iconic status that it has today. This Chennai based motorcycle manufacturing behemoth worked hard not only to get its iconic brand name in India but also in the global markets. Speaking of its superb growth in and out of its home market India, Royal Enfield has been making remarkable leaps and bounds especially from around 2012.
Royal Enfield has the dominant market share in the particular motorcycle segment that is operates. However, its recent business strategy points out that the company has no intentions of either stopping or slowing down. In fact, the company is gathering up all its recourses and getting braced up for a very bullish growth push in India and abroad.
Royal Enfield is apparently going to focus more on its exports, as despite its international fame, the company’s export are not much and it exported 6,221 units in 2014 out of its total 3 lakh sales.
Royal Enfield’s Chief Executive Officer, Siddartha Lal revealed that he intends the company to become the leading middle weight bike maker in the planet. It might sound very ambitious, but a look at its strategy and the determinations seem to be clear.
Here are a few things that Royal Enfield has been doing to realize its grand business ambitions:
Great hiring process
Royal Enfield made very crucial hires quite recently. In August 2013, the company hired Rodney Copes as its president for Royal Enfield North America. Now, Royal Enfield has little presence in that market, so it might not seem important, but Copes has spend over two decades with Harley-Davidson and is credited with HD’s expansion in the developing markets including India.
In November 2013, Royal Enfield proudly announced that the distinguished motorcycle designer, Pierre Terblanche has joined the company. Terblanche is credited with the motorcycle models such as the Ducati Hypermotard and Multistrada.
Shortly after, Royal Enfield also got Rudratej Singh onboard as the new president of the company. Popularly known as Rudy, Singh was Unilever’s VP for South Asia and spearheaded global expansions.
Grand capacity expansion
Royal Enfield has been also busy adding resources as well as assets under its belt. Its original facility is loacted at Tiruvottiyur, Chennai, while it opened a new factory at Oragadam as well which is close to Chennai. This year, Royal Enfield expects to produce 4.5 lakh motorcycles from its two facilities with future expansion plans of up to 6 lakhs. Last year, it also bought a 50 acre plot at Vallam Vadakkal for future expansions.
Superb new platforms
Royal Enfield is reportedly developing two new platforms that are expected to launch soon enough. The upcoming adventure sports bike Himalayan has been creating many headlines and is expected to launch one of these all new platforms. A new 410 cc single cylinder motor and new transmission are expected on this bike.
The second platform is expected to be a twin-cylinder with displacements ranging between 650-750 cc.
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