Enfield’s New Personality

Image: Amit Verma

The Enfield stall was perhaps the most lackluster of all. It was hardly noticeable, almost like a speck compared to the stylish shows put up by Yamaha or Honda. That is, till the conference began. Word went around that a new bike was being launched – and people gathered around the small stall. Even with the Harley stall just around the corner, Enfield clearly has its own loyal fans.
 
During the Royal Enfield launch, Siddhartha Lal, MD and CEO, Eicher Motors Ltd, was himself the star model. The company launched its new range of accessories and he was the one who came out wearing them. The new model, the Thunderbird, looks much different from the old – more powerful, and sleeker.
 
This new avatar of Enfield, post the entry of Harley Davidson in India, is targeted not just at loyal customers, but also at expanding Enfield’s base. The process started last year with the revamp of the classic model and the response has been such that there is now a waiting period of eight months to get a new Enfield. This is the first time in years that Enfield has made technological improvements and paid attention to conveniences like adding a push-button start.
 
The new Thunderbird still looks muscular, but is more sophisticated and stylish. When Lal and his team introduced the model, there was a lot of cheer. Clearly people seemed to like this new avatar of Enfield – it’s not just a bike for males strutting around – it’s now trying to be the bike that a high flyer drives for leisure. Like a much more affordable Harley.
 
Another way the Thunderbird moves more towards the Harley is power; a new 500cc engine that is more powerful than the 350cc Thunderbird that has been the mainstay till now. Visually, the Thunderbird now has a much better looking engine (chiselled, actually); there is a new headlight which is more powerful for better night time driving, LED tail lamps and a new handle to reduce stress while cruising on the highway besides a few other styling changes. The idea is simple; Enfield must cater to its customers who want better highway travel.
 
Technologically, it has further advanced with the electronic fuel injection system and two digital trip meters on the dashboard. The twin disc brakes on the front and rear mean better braking. The starting pedal is still there, but the push-button start will hopefully be as reliable as Harley’s and eventually they should be doing away with the start pedal altogether.
 
The move to selling Royal Enfield-branded accessories is similar to the approach that Harley took years ago when it realised that the bike’s personality can be transferred into clothing accessories. The black boots and jackets that Lal sported seemed a hit with the audience. Enfield might have just made a clever foray.

So, while the top management makes its point that they are evolving for a better and more responsive and convenient motorcycle, it is also showing how the entry of an iconic brand has forced it to change and in the process be more like Harley itself.