Eicher Motors is set to focus more on its best selling classic, modern classic and heritage bikes. The decision comes in the wake of increasing challenge its much reputed brand, Royal Enfield has been facing. CEO and managing director of Eicher said that the company affirmed, “a lot of new products on the anvil.” “We will launch one big product this financial year, one next,”. The two new launches by Royal Enfield – Himalayan and Continental GT did not see very big sales number. Lal however, was content with the figures. “We are not yet disclosing the number of Himalayan units sold,” said Lal. However, Continental GT sold 774 units between April and September. The 350cc category, which gets most of its sales from the Classic and Street series, sold 2,77,436 units. According to Lal, their cafe racer, Continental GT is doing well in the international market.
Royal Enfield in India, however will face competition from brands closer home, Hero MotoCorp, Bajaj Auto and TVS who are planning to launch premium products soon. The competitors do not stop there, global brands, Harley and Triumph also have their eyes on market. Lal however, does not believe so, dismissing the claims of competition he said, “The market is not fragmented. We still have more than 60% of the market share in the premium category …. The foreign brands are not making any headway … they may be selling just a few hundred units a month,”. Commenting on local competitiors, he said, ““They are thinking of launching products at price points closer to ours, but we have enormous differentiation in products, style, performance and looks. Moreover, our riding experience, after-sales are also very different,”
On local competitors, he said, “They are thinking of launching products at price points closer to ours, but we have enormous differentiation in products, style, performance and looks. Moreover, our riding experience, after-sales are also very different,” Lal said.