While numerous automakers strive for avant-garde designs and upscale branding, Royal Enfield chose another path. Namely, the motorcycle manufacturer grew its overseas footprint while embracing classic styling and affordable prices, as well as its own motorcycling culture that resonates with the country’s heritage.
In the recent rankings by Brand Finance, Royal Enfield managed to secure third place among the strongest automotive brands across the globe. It was placed above such prestigious automakers as Ferrari and Audi, per an NDTV report.
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Staying rooted in its identity
In relation to its global positioning strategy, Royal Enfield has not embraced any form of transformation as experienced by other brands when expanding their operations in the international market. For instance, the Indian motorcycle manufacturer has not done anything to change its design or produce retro-style motorcycles for a long period now.
Examples of Royal Enfield bikes include the Classic 350, Hunter 350, and Himalayan, which still retain the same round headlamp style, upright seating positions, and simple design features. Moreover, Royal Enfield does not participate in the manufacture of superbikes but rather makes leisure touring bikes.
Building a community beyond India
The expansion of Royal Enfield outside the country is also not restricted to just products. The company has consistently been creating a community for its riders through tours conducted across long distances in a number of countries.
Royal Enfields have started selling their bikes in over 60 countries around the world. However, they have managed to maintain the same essence that they had in their homeland.
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Modernising without losing the retro appeal
Though Royal Enfield has upgraded its bikes with a more modern platform and engineering, the firm has not stopped maintaining its traditional design elements. This blend of reliability with its traditional designs has enabled the brand to attract young customers while still maintaining its traditional positioning.
The international success the company is enjoying today shows how brands can go global without changing their identities according to Western tastes.
