Royal Enfield 2.0 strategy is one ray of hope for the falling empire of the uncrowned retro-modern brand. The change in preferences, along with mandatory ABS and other features on the motorcycles resulted in the overall cost increase. Royal Enfield charged somewhere between INR 6,000-14,000 for the dual channel ABS and offered single-channel ABS on two of their models under the Bullet lineup. Now, as the cost of bikes will rise with the introduction of BS6-compliant engines, the brand has many other things to consider before producing the next-gen motorcycles.
In other words, cost-cutting is the highest priority of the present time, that too with a focus on improving the decade-old limitations of their bikes. Royal Enfield 2.0 starts with the introduction of a new CEO, Vinod Dasari (ex-CEO Ashok Leyland). Siddhartha Lal will keep his position as the managing director of the brand and both of them together will shape the second innings of the brand in the next few months.
As the introduction of some of the new products failed to impress public and left the slot vulnerable to the brands like Jawa and Bajaj, Royal Enfield will now try to keep the pricing competitive to reassure the buyers that they do care about the pocket-burning effect. The fan following of Royal Enfield is quite widespread but, specific to some regions on a large scale. The RE 2.0 strategy will focus on keeping the customers of that section happy for the next round.
The insurance cost increase has also limited the sales of various products as no one seems willing to spend so much at once. The Classic and Thunderbird series of motorcycles will play an important role in the Royal Enfield 2.0 strategy as both the options have already been spotted testing with visual and mechanical updates. The updated next-gen motorcycles are expected to launch in India by the end of this year or early next year.