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Royal Enfield Electra brand discontinued, replaced by Bullet 350 ES

 
RE bullet-electra-maroon

Royal Enfield has replaced the Electra brand name with Bullet 350 ES. Same motorcycle, but without the Electra brand name.

Royal Enfield Electra brand is no longer to be seen on the company website. After speaking to a few people who are associated with the brand, we can confirm that Royal Enfield has stopped using the Electra brand name. Royal Enfield’s line-up now includes Continental GT, Himalayan, Thunderbird, Classic and the Bullet range.

Though there is no official reason, as to why Electra name was dropped, it could be due to reduce complexity for buyers.

RE bullet-electra-blue

RE bullet-electra-blue

Electra was the first model Royal Enfield had launched back in 1995 – 1997, under the able leadership of their newly appointed CEO, Mr Siddhartha Lal. The bike was launched with the aim of spreading the brand RE with a renewed vigor across India. That move was successful, and the Electra played a major role in the reversal of RE’s fortunes.

Royal Enfield Classic 500 Squadron Blue

Royal Enfield Classic

If you were planning to buy the Electra, you will need to check with your dealer as there are still some units which are in the stock. Or you can always buy the Bullet 350 ES, which Royal Enfield claims is the same motorcycle but with a new name. Bullet 350 ES (electric start) is available in four distinct colours – Black, Silver, Grey and Blue.

 

About the author

Pearl Daniels

Pearl Daniels

Former freelance writer, Pearl Daniels is in the auto industry since 2011, having established herself as a widely read staff writer since 2013. Her keen eye for industry news, daily need to break down latest events, and quest to not miss a single launch detail, gives you the most refreshing morning news on weekdays.

Email - pearl@rushlane.com