Royal Enfield has been noting diminishing sales over the past few months. This despite the fact that the company introduced the Royal Enfield Interceptor and the Continental GT, both of which have noted success both in India and in global markets.
From registering double digit sales growth for about 6 years consecutively, RE sales declined 20 per cent in March 2019, 17 percent in April 2019 and 17 percent in May 2019 to 62,371 units. The company currently sells bikes in the 350-650cc segment, with its best selling bike, Royal Enfield Classic 350 priced at Rs. 1,48,726.
Royal Enfield has already made it clear that they are going to launch even bigger bikes than the 650 Twins. The company showcased a 838 cc concept at the EICMA last year. The same is expected to launch by 2022. But such big bikes will be expensive, and will not bring in the volumes.
In order to get the volumes, Royal Enfield is considering a 250cc segment small bike, reveals Economic Times. Market research has revealed that Royal Enfield sales have declined majorly due to the arrival of about 12 new bikes in the 200-400 cc segment in the last few years. These new bikes offer much better quality and reliability; which has caught the attention of new generation buyers.
In a wider perspective, a Royal Enfield 250cc would appeal to a wider market, and this in turn would inject new enthusiasm. Currently, Royal Enfield does not offer a bike in the 250cc segment. Work on a Royal Enfield 250cc lower capacity bike will make the new undertaking, the brand’s entry level motorcycle of the brand. A Royal Enfield 250cc bike, the move would be intended to clamp down on current sales slowdown.
Royal Enfield 250cc motorcycle, currently under development at REs Indian R&D centre. With a wider choice of bikes available in the 250-300cc segment today, Indian buyers too have been making cost conscious decisions. A new smaller cc segment offering from RE will allow the brand to offer a cost conscious proposition.
Royal Enfield is moving ahead with renewed vigour. In order to tap into market potential, RE is working on a comprehensive plan to build studio outlets. This would help take the brand to newer markets. The proposed 350 studio outlets will be spread over 225 sq. ft with a 275 sq. ft area workshop. The small sized stores are expected to bring in small volume sales each month. But together, that volume increase will be noticeable. Alongside, regular sized dealerships too will be added to the company’s sales network in 2019.
To give potential customers a freehand at customisation, the brand intense to launch no-frills variants of its offerings. This will let customers buy bikes as is without any ad ons for more budgeted purchases. For those who want more from their bikes, company issued accessories will be available aplenty.
