Punjabi Girls Rocks !! .. Royal Enfield Drivers
“We are the undisputed leaders of the cruiser segment. There is hardly any competition in the 250cc plus segment. Our sales are growing and we are also making foray into the foreign markets. But keeping with the tradition of the product some changes will have to be made. Our challenge is to bring these changes without compromising on the identity of the bike,” says M Krishan general manager (sales) of Royal Enfield.
Every year, 5m motorcycles hit the Indian roads. Enfield’s annual sales figures of around 40,000 (40% come from Punjab only) may suggest that there is a lot of room for improvement, but it doesn’t seem to bother the company. ”Ours is not a commuting vehicle. Please do not compare a niche product like ours to products of mass consumption,” says S Vaitheeswaran, director (sales & marketing).
Can Royal Enfield extend its brand portfolio to increase its market?