For Jan-Mar 2014, RE sold 64,268 motorcycles, which is an 85% increase sales as well as production as compared to last year. But, even then their customers have to wait for a period of up to 1 year in order to get the motorcycle. Not only in India, but RE says their bikes are in demand outside India as well. For the first time in their existence, RE has seen waiting periods in markets outside India.
The waiting periods will be reduced soon. In a bid to balance slow supply and notable demand, Royal Enfield has announced added investment to the tune of INR 600 crores to be pumped into the company’s two plants over next few years. Royal Enfield has two plants situated in Thiruvottiyur (old) and in Oragadam (new), Tamil Nadu, and both these plants will see increased activity once this investment is introduced in a phased manner.
Royal Enfield plant in Thiruvottiyur is small and capacities are not enough to meet demand resulting in longer waiting periods. On the other hand the company Oragadam facility is larger thus able to cater to demand. This Royal Enfield plant will be built in phases with a paint shop and vehicle assembly line being added initially while product manufacturing areas will be boosted in the next phase.
Royal Enfield is facing some stiff competition in both domestic and export markets from both Harley Davidson and Triumph but are eager to bring in a change with increased production, a new logo and key design. The Chennai based motorcycle manufacturers introduced a new logo to attract a younger and more enthusiastic section of buyers while the company is also in the process of developing a new 400cc engine. This new engine will be based on the 346cc air cooled single cylinder engine which currently powers all 350cc bikes such as Thunderbird 350, Bullet 350 and Classic 350.
