Royal Enfield: A fierce race has started in India’s premium motorcycle segment but Royal Enfield is ready to defend its turf


Royal Enfield’s unrivalled run in the premium segment is now coming to an end and it might have to rapidly adapt to a market with competition from pedigreed makers such as Harley, BMW and Triumph, whose local partnerships give them reach and agility in the market.

Synopsis

​​The premium motorcycle market in India (classified by the industry as 200ccplus) sees annual sales of 800,000 and its undisputed king has for long been Royal Enfield. Now, a slew of new players and partnerships are revving to grab market share, even as changing customer preferences indicate that this segment is poised for massive expansion.

Capping months of negotiations, when iconic US motorcycle-maker Harley Davidson last week announced an alliance with Hero MotoCorp, India’s largest two-wheeler maker, it underscored a trend that has been gathering speed in the Indian motorcycle market — growing consumer demand in the mid-size segment, or vehicles with engine displacement between 200 and 500cc. The premium motorcycle market in India (classified by the industry as 200ccplus) sees

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