Royal Enfield recently launched their new version of the Thunderbird in the Indian market. First launched in the year 2000, Royal Enfield Thunderbird was in itself quite different compared to the rest of Royal Enfields we’d been used to. Now, the latest rendition of the Thunderbird, christened X, is a step even further. The overall appeal of the Thunderbird 350X and 500X is a lot younger. So, we got into a conversation with President Royal Enfield Rudratej Singh or Rudy, as he’s fondly known as in the industry. Rudy, if you remember, was also the name of the big bad dinosaur in one of the Ice Age films, but our Rudy is a well-spoken gentleman, who let us in on some neat insights of what Royal Enfield stands for.
The focus of the day, of course, revolved around the new Royal Enfield Thunderbird X, and hence we got cracking with the philosophy behind the 350X and 500X. Royal Enfield has said before that the inspiration for the X version of the Thunderbird comes from custom builds, but what does that mean for the buyer?
Rudy explained that Royal Enfield dug deep into the minds of Thunderbird buyers and as it is common for many of them to customise their bikes, it came forward as a great idea to have a factory built inspired by these custom bikes. The brand built up the custom philosophy at the factory level, reflecting in the blacked out finish to the motorcycle that highlights the peppy bright colours even more.
“Our segment is self-expression. We’re not after capacity or cc. This (ThunderbirdX) allows self-expression and that’s what Thunderbird has stood for 18 years.”
Moving over to the real deal – Royal Enfield has been known for maintaining the original classic appeal. So, with the launch of motorcycles like the ThunderbirdX, does it mean the brand is growing up into something ‘younger’?
Mr President at the Royal Enfield had an answer which would move the purist and the motorcyclist in you. He said that even at the brand’s board meetings, Royal Enfield talks about “sticking to our knitting” and about being “fiercely unique”. He added that the core of the Royal Enfield brand and business is pure motorcycling.
For more details on the Royal Enfield ThunderbirdX, watch video:
Rudy went on to elaborate on the two secrets that are of core relevance to the brand. One he says is authenticity. “We try to remain authentic. Our design of products re-purposes and retains the relevance of Royal Enfield’s historical past.”
Not just through its products, Royal Enfield maintains and carries forward its legacy with events like Rider Mania and several of the rides that are conducted throughout the year, he added.
The second one is accessibility. As Rudy points out: “Who says that pedigree should be inaccessible?” Royal Enfield has been around for over a hundred years and revolves around the ‘explorer’ in every person who also wants to live outside their daily routines.
“Anything we do, whether it’s the Himalayan or the Thunderbird X, whether it’s the apparel range or riding gear or Rider Mania and other events – it is all trying to unlock exploration in people. In my mind, we’re only trying to do what we do, better.”
These two little but extremely relevant ‘secrets’ are what make Royal Enfield what it is today. The brand has been around for a century and has still maintained the authenticity that we saw in the first motorcycle that was shipped to India for the Army. So many people in India, thousands of them have grown up with a Royal Enfield motorcycle in their families. I too, like them, have an emotional connect with the Royal Enfield Bullet my father rode when I was the size of a peanut. I’ve been tracking my dad’s Bullet’s ownership and one day, I’d like to buy it back.
Royal Enfield motorcycles have been the go-to big bikes for the masses in India for years now. The brand has made the feeling freedom, of owning a high-displacement motorcycle accessible to thousands in India. The brand’s engagement with its customers through rides and events further strengthens the relationship. And hence, Royal Enfield motorcycles are not just a product to their owners.
All details on Royal Enfield Thunderbird X here: Royal Enfield Thunderbird 350X, 500X: Like no other Royal Enfield ever!
Getting back to the focus of the day, the Thunderbird X. And Rudy says that the Royal Enfield Thunderbird X is another expression of the Thunderbird.
We asked him what kind of audience does he think will opt for the standard Thunderbird and what kind of riders will the Thunderbird X attract. To this, he said that “Human truths don’t sit in age, demographics or regional bottlenecks” and hence for those who want to express themselves and look a little different in the crowd, welcome the Thunderbird X.
