Royal Enfield sales in July 2020 have declined YoY, but have grown MoM
Sales in July has been various degrees of heartening for most manufacturers, where MoM performance is concerned. On the YoY front not all have been sable to curb sales decline to a single digit. Royal Enfield total sales for July 2020 is reported at 40,334 units at 26 percent sales decline, down from 54,185 units in July 2019. That’s a quarter in volumes lost.
Of total sales, exports fell 52 percent to 2,409 units, down from 5,003 units sold a year earlier. Sales in June 2020 was reported at 36,510 units. At present, Royal Enfield sells the 350 (Bullet, Electra and Classic), Himalayan and 650 Twins overseas.
In June 2020, Royal Enfield Interceptor 650 proved to be a bestseller in the UK in the above 125cc category. The motorcycle along with Himalayan has also dominated the naked style motorcycle segment in the UK for the last 12 months
Of this, motorcycles upto 350cc capacity have always been the mainstay of Royal Enfield’s product portfolio. In July 2020, sales is reported at 36,384 units, at 19 percent sales decline, down from 45,041 units. Motorcycles of 500cc capacity and above make up the smaller sales segment for the brand. Sales fell 57 percent, down to 3,950 units from 9,144 units.
Royal Enfield’s next-gen ‘UCE 350’ range will be spearheaded by the soon to be launched Meteor 350. A newbie that steps in, with the BS4 Thunderbird and ThunderbirdX 350 motorcycles phased out. It’s ‘UCE 500’ lineup has already been discontinued at the time BS6 compliancy was becoming a standard requirement. The decision stemmed from low demand. As such, the segment has been left dealing with a gaping hole in-house. RE continues to export some of their 500 cc motorcycles.
YTD FY21 Royal Enfield sales
YTD have been impacted by business inactivity all through April 2020, and a part of May 2020. YTD FY21 upto 350cc motorcycle sales fell 57 percent, down to 88,817 units, down from 2,08,074 units. Above 350cc motorcycles sales contracted to 8,786 units at 70 percent sales decline from 29,700 units sold in the same 4 months last year. Total sales contracted 59 percent to 97,603 units, down from 2,37,774 units. YTD FY21 exports have fallen by 67 percent, down to 4,739 units fro 14,162 units.
In returning to business in the most sensible ways possible, Royal Enfield has started its ‘Service on Wheels’ platform with a 800 strong fleet. Though no details are available regarding which bikes make up the service fleet, apart of the fleet consists of BSIV Royal Enfield Bullet Trials Works units registered to dealerships.
The purpose-built bikes are equipped to carry tools, equipment and spare parts incased in panniers for safe storage. Designed to perform 80 percent of all typical service and repair requirements, the doorstep service is adept at addressing current day safety protocols. In Pune, 22 ‘Service on Wheels’ motorcycles are already functional. Across Maharashtra that number is now pegged at 92, which is more than 10 percent of all service vehicles (800 units) in the fleet.