Royal Enfied is leaving no stone unturned in creating their image as an iconic motorcycle in India and now they are revving hard to enter the US market. Enfield is eyeing the mid size segment from 250cc-750cc category and will develop new platforms over the period of three years. Each new platform will house a different bike not borrowing the platform from orevious one. The efforts done by Enfield shows how hard they are trying to capture US soil, already gripped with Harley mania.
Mr. Sidhart Lal, CEO& MD, Eicher Motors, which own the Royal Enfield brand says "Motorcycles have reached an extreme, with extreme power, extreme speed, and are extremely heavy and extremely expensive. The mid-size market in the US is under-served. We think there’s a market for urban, manageable and efficient motorcycles". Mr. Lal, also said that, they are aiming to dominate the mid size segment in the US with new product launches which are more refined.
To take on the likes of Harley Davidson is not easy for Royal Enfield. Both have been producing iconic motorcycles for ages now and both have their cult following, but with a different consumer base all-together. While Enfield enjoys the loyalty of Indian customers like none other, Harley hold its flag high in the US markets. The mid size motorcycle segment in the US was vacant for a long time, until Harley launched their 500cc and 750cc bikes recently.
Royal Enfield will try to penetrate the US market as Harley did it in India. But Enfield does not score well when it comes to producing quality products as compared to that of Harley. Although pricing is a major factor and Enfield can get an advantage by producing low cost models. However, recently, Enfield has taken its quality a notch up and new engine and robust design changes gave this loss making manufacturer a new lease of life.
We believe, that with good marketing strategies and more refined prodcuts, Enfield can definetely take on the giants of Harley.