The 2020 Royal Enfield Classic 350 and Thunderbird 350X range is likely to be launched in India next year
- The brand intends to alter its course with its new 2.0 strategy.
- Includes product expansion, geographical reach and leveraging its digital platform.
- Has set up over 500 small studio stores over the past six months.
Royal Enfield is one of the many companies that’s taken a serious slump in sales thanks to the current slowdown in the two-wheeler market. But the brand isn’t willing to call quits just yet. In fact, it intends to bounce back with the help of its new 2.0 strategy.
The new game plan revolves around the idea of expanding its product range, geographical reach, solution selling and taking advantage of its digital platform to shape a global consumer brand from India. A recent statement by Vinod Dasari, CEO, Royal Enfield, says the company witnessed a drop in sales for the first time in years. It had a domino effect on the industry, and the lack of new products expedited its downfall.
The Chennai-based manufacturer has set up over 500 small studio stores over the last six months which already account for 10% of the company's monthly sales. More interestingly, 90% of these small scale stores broke even in just three months, each one of them averaging about 12 to 15 bikes a month. A credible achievement we’d say!
While that’s a part of its expansion plans there’s also the question of new products. That’s where the 2020 BS6-compliant Classic 350 and Thunderbird 350X come in. The former was spotted testing for the nth time in India. It gets a brand new motor, modern features and revised styling. It’s a similar case with the Thunderbird 350X.
The company recently showcased several new colours for the Himalayan At EICMA 2019 which are expected to be launched in India pretty soon. This should aid the brand’s growth in the right direction. Royal Enfield, the classic two-wheeler manufacturer which was once on the verge of shutting shop, made an unbelievable comeback under Eicher Motors. And we wouldn’t be surprised if it manages to pull off once again.