Royal Enfield’s Electric Two-wheeler Now Closer To Reality

The revelation is part of its 2.0 strategy, which may help the brand achieve double-digit growth in the near future

• The company will invest in small-scale assembly plants.
• Expansion plans include new product development, global reach and optimisation of its digital platform.
• Will work with small studio stores across the country.

Royal Enfield has been dealing with a slump in sales ever since the two-wheeler industry took a turn for the worse. Since then manufacturers have been coming up with innovative solutions to help them survive during these tough times. One such brand is Royal Enfield who recently revealed its future plans in talks with ETAuto. Here, it also mentioned its 2.0 strategy, which includes stepping into the electric two-wheeler space in India. It’s about time we’d say!

Royal Enfield’s new CEO Vinod Dasari disclosed the company’s plans of using its capital to develop new products, expand its range, extend its geographical reach, adopt solution selling, and leverage its digital platform to build a global brand while operating from India. Also, rather than investing huge sums of money into large-scale manufacturing plants, the company intends to use these funds to start several small assembly plants around the world. 

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The master plan also involves setting up studio stores across the country. Royal Enfield already has over 500 small studio stores in India, which were established in the last six months. Interestingly, these stores already account for 10% of the company's monthly sales, with 90% of them braking even in a matter of three months. Each one of them sells about 12 to 15 bikes on an average in a month.

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This will basically rope in the money for the manufacturer, which could be used to research and develop electric bikes. Royal Enfield has already proved it can offer premium bikes with multiple cylinders to take on brands like Harley-Davidson and Triumph? Could it deal a second effective blow with its electric bikes? We’ll just leave it at that for now.