Rising Royal Enfield sales indicate at continuing cult status

Cult bike maker Royal Enfield continues to impress in the two-wheeler category in India with 25 per cent growth in April, its highest ever figure so far. In terms of numbers, the cruiser maker clocked a combined sales figure of 60,142 units in the domestic and international markets. Of the total number, Royal Enfield sold a whopping 58,684 bikes in India in April 2017 as opposed to 47,037 units in the corresponding month last year.

The Classic 350 has always been a volume driver for Royal Enfield in India. However, with the introduction of Redditch series early this year, it has managed to lure many more young buyers. In terms of numbers, the Classic 350 alone contributed to over 68 per cent (4,16,693 units) of the total sales in fiscal year 2016-17. The Classic 350 Redditch Edition does not get mechanical upgrades. As for changes, it is offered in three new colour options - Redditch Red, Redditch Green and Redditch Blue. Except for March, where the model witnessed a drop of 1.95 per cent, the Classic 350 sales has been growing steadily. Additionally, the Bullet 350 Twinspark and the Thunderbird 350 have been key contributors to Royal Enfield sales in the country. While the Twinspark has appealed more to the rural buyers due to its entry level pricing, it was the Thunderbird 350 which found favour with the urban user due to better features, style and performance.

Currently, Royal Enfield sells the Bullet, Classic, Thunderbird, Continental GT and the Himalayan in the country. The Classic 500 has however been witnessing a drastic drop this year, especially after the introduction of the Redditch series in the Classic 350. Although there has been no official announcement regarding a Redditch version of the Classic 500, yet if introduced, it might regenerate interest in the product. The bike maker has also been struggling with numbers for the Thunderbird 500, Himalayan and the Continental GT. The drop in numbers for Enfield’s higher capacity bikes can be attributed to better performing bikes available in that segment with better fuel efficiency figures, especially when the competitors are KTM Duke and Bajaj Dominar.  

But Enfield has always had something of a cult status in the country and the fresh cosmetic changes to the Classic 350 has been instrumental in attracting more buyers. Moving forward, increased production and fresh outlook from the brand is expected to lure even more buyers.