Exclusive: Royal Enfield To Go Big On Mass Customisation Of Its Motorcycles

Royal Enfield has plans of shaking up the way motorcycles are sold in India. The company has identified that mass customisation of motorcycles is going to be big and Royal Enfield has plans of making that available to all its customers. The basic idea is to get the customer more involved in the buying process and offer differentiation and customisation. Royal Enfield wants to create each motorcycle as a unique piece of machinery, and all of this will be done at the factory itself. In the latest freewheeling episode, Vinod Dasari, CEO, Royal Enfield gave us a broad outline of the Royal Enfield 2.0 strategy and one of the key focus areas is mass customisation of its motorcycles.

Also Read: Exclusive: Royal Enfield To Launch Meteor 350 In June 2020

Also Read: Royal Enfield Opens Unique Movable Dealership In Thailand

Dasari said, "because of the crisis (COVID-19), few things are going to change. Three things will change. One will be significant amount of digitisation in the buying process. We will have to figure out how to involve the buyer or the customer into the buying process, a differentiated buying experience. Because of people not wanting to share rides or shared mobility and all, they will want their own bike. When I go on to a traffic light, I want to have something different. A motorcycle is a display of a person's personality, so it has to have uniqueness and differentiation. So, how do we involve them in the design of a motorcycle? So we have revamped our entire business process from made to stock to made to order. So we want to move to a point completely where 100 per cent of our bikes will be mass customised. So you can then choose, whichever bike you want, with this kind of label, with that kind of colour, with this kind of accessory and that kind of apparel, all of this will be built in. So that significantly changes the entire buying process. The buying process becomes significantly different."

Also Read: Upcoming Royal Enfield Motorcycle Spotted On Test

Vinod Dasari also confirmed that the next launch from Royal Enfield will be the Meteor 350. It will be a new motorcycle ground up and get a new and a much improved 350 cc engine which will get single overhead camshafts instead of the push rods on the current 350 cc UCE (unit combustion engine) motor. The new engine will be significantly smoother, offer better performance and will be cleaner as well.



from CarandBike - Latest News

Comments

Post a Comment

Popular posts from this blog

Harley-Davidson Streetfighter Spotted In Flesh For The First Time

Image
Harley-Davidson unveiled a range of new motorcycles last year that included an adventure tourer, streetfighter and Custom range. This, along with the LiveWire electric motorcycle defines the new-age 21st century offerings from the manufacturer as it taps into newer markets and caters to an evolving customer base. Now, giving a glimpse of the new models out in the open, the new Harley-Davidson Streetfighter was spotted in the prototype version at what seems to be a trade show in the US, giving a good glimpse at motorcycle looks like in flesh. While board says 'Styling Prototype', the production-spec version of the Streetfighter is likely to stay identical to the model showcased here. In addition to the Streetfighter, the Pan America was also showcased at the same event. The production spec versions of both bikes could be unveiled at EICMA this year. Also Read: Harley-Davidson Livewire To Be Unveiled In India In August The Harley-Davidson Streetfighter is a completely new mot...
Read more

Brixton 1200 To Rival Triumph Bonneville T120

Image
A 1200 cc modern classic with similar design lines as Triumph's iconic Bonneville series, has reportedly been cleared for production. The bike was showcased as a concept at last year's EICMA motorcycle show, and from the looks of it, this is a model developed in China with the Triumph Bonneville T120 in its sights. The Brixton brand though is part of Austria's KSR Group, which imports bikes from several Chinese manufacturers, including CF Moto. And while the new Bonneville rival will be manufactured in China, the design and engineering has been created at KSR's design centre in Krups, Austria. Also Read: Triumph Bonnville T120 First Ride Review The Brixton 1200 cc motorcycle has not been named yet, or a launch timeline announced So far, the company has not committed to a launch date yet, but says that it will eventually make it to production. And from the looks of it, that may well be sometime later this year, maybe even at the EICMA 2020 show in Milan, Italy, in...
Read more

Zongshen Cyclone RX6 Based On Norton 650 Nearing Completion

Image
While there still doesn't seem to be a buyer for iconic British brand Norton Motorcycles which went into administration in January this year, the firm's 650 cc parallel-twin seems to be finding life in China. While Norton apparently sold off the engine rights of its 961 engine to China's Jinglang just before the brand went into administration, the deal for the 650 cc engine was finalized way back in 2017 with Chinese giant Zongshen. The 650 cc parallel-twin engine was due to be used in Norton's Atlas and Superlight models, but now it looks like that engine platform will make its debut in a Zongshen motorcycle, called the Cyclone R6. Also Read: How Much Is Norton Motorcycles Worth Now? One of the patent designs shows the Cyclone RX6 with full touring accessories and luggage Two prototypes fitted with the 650 cc parallel-twin engine were shown in China late last year, on the Zongshen Cyclone RX6 adventure bike and the RX6 sport tourer. Both bikes used Zongshen-made...
Read more