THE LEGEND RIDES ON . . .

THE WORLD OF ROYAL ENFIELD

ESTABLISHED IN 1890 AS ENFIELD CYCLE COMPANY by the Royal Small Arms Factory in Enfield Lock, London. Made motorcycles, lawnmowers and bicycles.

Established in 1955 as ENFIELD INDIA in Chennai. Imported components and assembled it at the factory. In 1957 tooling equipment was sold to Enfield India. In 1962 production started at the Chennai factory.

IN 1994, Enfield India merged with Eicher group and changed the name to ROYAL ENFIELD MOTORS LTD. Royal Enfield is the oldest motorcycle company in the world still in production and Bullet is the longest production run model since inception.

Royal Enfield is the only motorcycle company to be certified with the coveted ISO 9001 and ISO 14001 for quality and environmental systems. Royal Enfield exports its bikes to over 25 countries including developed countries such as USA, Japan, UK and several European countries.

CLASSIC- 500

CLASSIC- 350

BULLET ELECTRA-TWIN SPARK

BULLET- 350 STD

BULLET THUNDERBIRD-TWIN SPARK

MOTOR VEHICLE

FOUR WHEELERS

THREE WHEELERS

TWO WHEELERS

SCOOTERS

MOTORCYCLES

MOPED & SCOOTERETTES

CRUISER

SPORTS BIKE

TOURING

STREET

OFF ROAD

Product level
BUDGETORY

Laptops, Handy cams & cameras, Jewelleries, Tour packages, Mobiles, Home appliances, Financial investment

GENERIC COMPETITION PRODUCT CATEGORY

Motorbikes, Scooters, mopeds, Tata Nano

Yamaha R15, Hero Honda Karizma ZMR, Pulsar 220 dtsfi

PRODUCT FORM

Bullet, Bajaj Avenger

ENGINE DISPLACEMENT MAX POWER MAX TORQUE TRANSMISSION MAX SPEED FUEL TANK CAPACITY WEIGHT (KERB) BRAKES STARTER MILEAGE

FOUR STROKE,SINGLE CYLINDER, FUEL INJECTION, UCE 499 CC 27.2 bhp @ 5250 rpm 41.3 Nm @ 4000 rpm 5 SPEED 130 kmph 13.5 ltrs 182 Kg FRONT HYDRAULIC DISC BRAKE( 280 mm dia) REAR- 153 mm DRUM BRAKE ELECTRIC & KICK 40 kmpl (average)

Classic mudguard featuring deep and wide design for splash free ride Vintage Tail lamp Features a classic design

Single saddle seat for a relaxed ride

Crafted tank with post war era graphics

Featuring the tiger eye headlamps With halogen bulb for brighter illumination

Disc brakes 280mm dia

Aesthetically designed short silencer for 1950s look

500CC, Single cylinder , OHC engine producing 41.3 Nm of torque

3.2% 3.8% 14% HERO HONDA 51% 15% HONDA BAJAJ TVS ROYAL ENFIELD 13% OTHERS

Basis of segmentation
Gender Age Income Lifestyle Geographic area

Target segments
Males >25 yrs Upper & middle income group Independent, enthusiasts, passionate Urban and semi urban

Benefit

Classic style, masculinity, reliability, royalty

Particulars
Engine capacity Max power Max torque Weight Max speed

Royal Enfield Bullet Classic 500

499cc 27.2 bhp @ 5250 rpm 41.3 Nm @ 4000 rpm 182 kg 130 kmph

Bajaj Avenger 200 DTSi

198cc 17.50 bhp @ 8000 rpm 16.17 Nm @ 6000 rpm 154 kg 112 kmph

Mileage
Brakes Fuel Injection Fuel Tank capacity Price

40 kmpl
280 mm disc Front 150 mm drums Rear Yes 13.5 ltrs Rs.1,50,000

37 kmpl
260 mm disc Front 130 mm drums Rear No 14 ltrs Rs.73,775

QUALITY
LOW HIGH

LOW

ECONOMY

PENETRATION

PRICE
ROYAL ENFIELD

HIGH

SKIMMING

PREMIUM

PRICE-Rs. 1,50,000 (Mumbai)

19 depots. Over 250 dealers. Over 150 authorized service centers in India. 13 area offices. Single production facility at Chennai.

www.royalenfield.com www.bikez.com www.bikeindia.com www.thehindubusinessline.com