Marketing Directions

NOVEMBER 20 2016, NEW DELHI

– Vintage, Stunning, & Powerful!

MADE LIKE A GUN

The legendary company needs no introduction. Synonymous with a thrilling ride, a thunderous roar and an
experience which cannot be provided by any other bike, this heroic brand has kept its pace with time.

The brand has made the segment its own and has continuously proven itself in the toughest of conditions in the
ever changing dynamic sector even after 115 years of its first introduction.

For the Enfield owners, this is not just a bike instead it’s an Everlasting Romance!

Want to know the story? Just continue reading…

“Don’t be afraid to get creative and experiment with

your marketing” – Mike Volpe
 Marketing Directions
Editors Desk
Highlights

Editors Desk

The
Royal History The Planet of the brands is an intriguing landscape. It is paradoxical as the only rule
appears to be- that there are no rules. Yet, those who believe this paradigm live in a fool’s
paradise. As the canvas is as structured as life, life-stages and seasons we experience on
Enfield India this beautiful plant called Earth. The circle of life applies here as well, as there comes a
time of autumn (Maturity), when the leaves fall and brands move into obsolescence;
brands that were iconic masterpieces slowly move into the annals of the Has-beens.
The However, the Marketer maestro has a paintbrush more magical, matchless and hopeful,
Timeline than Da Vinci and Van Gough. It helps him resurrect, reinvent and rejuvenate his
masterpiece and fill more colors into his brand canvas and the brand sings again a new
symphony and creates new magic.

The Stories of brands that emerged into new and more iconic avatars are many, from
Marlboro to Raymond; from Britannia to Amitabh Bachchan. These brands adopted
Turnaround break-away positioning and their new Avatars were an anti-thesis like a Sauve and
practical Krishna to the earlier erstwhile ethical and gentle Rama. But the stories that
touched the heartstrings (share of mind) and later the pursestrings (share of wallet) were
when the brands/man from nowhere gave existing market leaders a run for their money.
The Next Gen Thus, the story of an unknown African-American from Honolulu; a small town Chaiwala
from Gujarat; an old forgotten 165 year old motorbike- when they created new lyrics,
adorned new grabs to transcend new heights- are the Rags to Riches story that we all
Cruisers love to hear.
Around The The first two are gospels that we all quote and accolade of the two most iconic leaders
of present times - Barack Obama and Narendra Modi. The third is a tale, equally full of
World inspiration, passion and triumph. So this November we bring you the saga of the third
Hero- Royal Enfield. The story of the Bullet, that traversed a new Journey on a rough and
cluttered terrain and yet against all odds emerged as the winner……………….

“Creativity is intelligence having fun”

– Albert Einstein
The Royal History
The story started in 1851, when a person named George Townsend set up his business in Redditch making
sewing needles. His son who was also named George started
making components for various cycle manufacturers. It started
selling complete bicycles by 1886. The Enfield Manufacturing
Company Ltd was finally registered in 1893 and the brand name
Royal Enfield was adopted.

The first vehicle under the historic brand name was made in the
year 1989 which was designed as a Quadric-Cycle. After experimenting with a number of bicycle frames,
Enfield built their first motorcycle in 1901 with a 239 cc engine.

The Enfield Cycle Company had started its operations as a weapon manufacturers like most manufacturers at
that time, the legacy echoed in the company logo which is a canon, and their motto, “Made like a Gun”.

Enfield India
Royal Enfield’s first bike in India was sold in 1949 but it was in 1955
when India finally had its own Royal Enfield manufacturing
establishment. The Redditch Company joined Madras Motors to
form Enfield India Company based in Chennai which bought the
license for assembling the motorcycle by importing the parts from
UK. In 1962, it started the in-house manufacturing of the complete
motorbike which continues till date.

The current Royal Enfield Company is a subsidiary of Eicher Motors Limited. The Indian government wanted a
suitable patrolling bike for its police and army, a bike which was of high capacity, powerful, reliable and strong.
Royal Enfield became the name Indian government counted on. In 1965, around 800 250cc Royal Enfield Bullet
units were ordered by the Indian Government.

The original Enfield Manufacturing Company Ltd went defunct in 1971 but Enfield India kept growing in stature
as well as reputation.

“If you’re a good marketing person, you have to be a

little crazy” – Jim Metcalf
 Marketing Directions
The Timeline

Year Significant Event

1901 Birth of the Legend

1904 Engine Inside

1909 UK Motor show

1911 Pioneers of chain drive systems

1913 Started using own engines

1915 Model 200, 2 stroke 225cc

1916 Bikes for the army, machine guns attached

1921 976cc V-twin Wolesey Engine

1924 4-stroke 350cc motorcycle

1926 225cc cc model for ladies

1928 Saddle Tank Design

1929 Phasing out hand operated Gears

1930 Model J, New Lubrications System

1931 The first 'Bullet' Lightweight bicycle

1932 Bullet 350 born, 4 Valve single cylinder

1934 First Enclosed Valve Gear

1935 oil Tank now in the front of crankshaft

1938 2 valve Model G, Father of the Bullet Range

1939 350cc single cylinder bikes for the Royal Army

1940 Fly Flea, Airborne - Ultra Light Bikes

“Great Execution is the Ultimate Differentiator”

– Margaret Molloy
 Marketing Directions
The Timeline

Year Significant Event

1941 Supplied 499cc bikes to the British army
1946 Introduced neutral founder on the bikes
1947 Launches Telescopic Shock Absorbers
1949 Launch of Royal Enfield India
1950 Launches 650 cc meteor Twin
1953 Royal Enfield Metal Wing Starts appearing on Petrol Tank
1954 Legendary Twin Pilot Lights , known as Tiger Eyes
1956 Madras Factory Set Up, Making 350cc Bullet
1957 New Plastic Double Wing Appears on the tank
1960 Eddy Mudler wins 31 out of 39 Races in USA on Royal Enfields
1961 Interceptor Launched in USA
1963 Case Racer Continental GT launched in Europe
1966 Shuts down Redittch Factory, India Operations Continue
1970 Last Batch of Interceptors Badged as Indian
1973 Enfield India launched 2 Stroke Crusador
1980 Enfield India launches Mini Bullet 200cc version
1984 Enfied India Exports bikes to UK
1990 World's First Diesel Bike, Taurus
2002 Launches Thunderbird 2002
2005 50th Anniversary India
2005 Himalayan Odyssey annual event
2006 Twin Spark Engine
2007 Launch of limited edition Maschismo
2009 Classic 500 and 350 launched
2012 Thunderbird 2012 Launched
2013 Continental GT Launched
2016 Royal Enfield Himalayan Launched

“Content is anything that adds value to the reader’s

life” – Avinash Kaushik
 Marketing Directions
The Turnaround

The Next Gen

CONTINENTAL GT
SPECIFICATION
Engine 411cc
Max Power 24.5bhp
Max Torque 32Nm
Transmission 5-Speed

“Know thyself. Know the customer. Innovate. ”

– Margaret Molloy
 Marketing Directions
The Next Gen

CONTINENTAL GT
SPECIFICATION
Engine 535cc
Max Power 29.1bhp
Max Torque 44Nm
Transmission 5-Speed

THUNDERBIRD 500
SPECIFICATION
Engine 499cc
Max Power 27.2bhp
Max Torque 41.3Nm
Transmission 5-Speed

CLASSIC 500
SPECIFICATION
Engine 499cc
Max Power 27.2bhp
Max Torque 41.3Nm
Transmission 5-Speed

“We are all learning here, the best listeners will end up
the smartest” – Josh Bernoff
 Marketing Directions
Most Loved Cruisers Around the World

“People don’t buy what you do, they buy why you do it”
– Simon Sinek
 Marketing Directions

Indian Chief Classic

This motorbike is an all-time favourite of bikers, having won the
best cruiser bike award in 2014. This stunner with a weight of
812 pounds, a 3-stroke engine and 1024 pound-feet of torque is
considered to be the true mix of beauty, history and modern
technology.

“Simplicity is the keynote of all true elegance”

– Coco Chanel
 Marketing Directions

Some Electrifying Facts from Royal Enfield

 Royal Enfield has sold more Bikes in India than the Harley Davidson has sold
all over the world.
 Royal Enfield used to make 650cc, 700cc bikes in India in 1970s but stopped
due to no demand.
 Royal Enfield exports its motorcycles to 42 countries around the world
including US, Japan and Germany.
 UK and India RE combined, the Bullet model has been in continuous
production since 1948. This is the longest continuation of a motorcycle model
in the world.
 Royal Enfield was the first company in India to provide rear disc brake in a two
wheeler.


“Life is like riding a Bike,

To keep your balance,
You must keep moving”

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