Velocette Records

Harley-Davidson makes LiveWire its own brand of electric motorcycles

May 10, 2021 Diana M. Cuyler Motorcycle Brand

LiveWire, Harley-Davidson’s first electric motorcycle, will now become its own stand-alone brand. The Milwaukee-based company has announced that it will transform its electric motorcycle division into its own company with a distinct lineup and tailor-made retail experience. Harley-Davidson plans to unveil the â€œFirst LiveWire Brand Motorcycleâ€ on July 8 to coincide with the International Motorcycle Show.

It’s a similar move to how Harley-Davidson approached its new e-bike company, Serial 1. The idea is for LiveWire to continue to benefit from its relationship with its parent company while forging its own distinct brand identity. from Harley-Davidson.

Harley-Davidson wants to leave its electrified models on their own terms

It’s a change from how the company has approached its current LiveWire model, in which the Harley-Davidson logo is on the front and center, while the LiveWire branding is virtually non-existent. And that’s a sign that in the future, Harley-Davidson wants to leave its electrified models on their own terms.

“With the mission to be the world’s most desirable electric motorcycle brand, LiveWire will pioneer the future of motorcycling, for the pursuit of urban adventure and beyond,” said Jochen Zeitz, President – Managing Director of Harley-Davidson. A declaration. “LiveWire also plans to innovate and develop technology that will be applicable to Harley-Davidson electric motorcycles in the future.”

There is a new logo and a new â€œvirtualâ€ headquarters, with engineering teams stationed in Silicon Valley and Milwaukee. LiveWire will work with Harley-Davidson dealers as an independent brand, with a mix of digital and physical retail formats.

When asked if this would include online orders, a Harley-Davidson spokesperson responded with a cautiously drafted statement. â€œIt depends on what state you live in,â€ the spokesperson said. â€œLiveWire creates a buying journey that allows us to meet the expectations of a first digital shopping experience, supported by a network of engaged resellers who allow customers to choose their journey and engagement model. “

The question is whether this branding strategy will lead to better sales for Harley-Davidson’s electric models. Last year, Reuters reported that the company’s plan to attract a younger generation of motorcyclists with LiveWire was in trouble, with most pre-orders coming from older or pre-existing customers. Harley-Davidson’s overall sales have stagnated of late after hitting a low point in 2018.

The problem could be that the price, which starts at $ 29,799, isn’t much cheaper than a Tesla Model 3. Dealers have said Reuters that many younger customers were put off by the price.

Harley-Davidson also faces stiff competition from rivals like Zero Motorcycles, which recently partnered with powersports maker Polaris on a new line of electric ATVs and snowmobiles. And as the larger world of transportation goes electric, the company will come under increasing pressure from its shareholders to prove that its vision for the future can pay off.

Royal Enfield file for the motorcycle brand “Shotgun”

April 28, 2021 Diana M. Cuyler Motorcycle Brand

ROYAL ENFIELD recently registered the trademark “Royal Enfield Shotgun”, it looks like a new bike could be on the way!

>Have you ever wondered what MotoGP technology applies to road bikes, well, click here and you’ll see

Or the oldest motorcycle brand in continuous production plans to go back to its roots and release a real shotgun – unlikely.

This was reported by BikeWale among others, who have found the application of the word mark “Royal Enfield Shotgun”, which can be used in: “motorcycles, motorized scooters, scooters, electric motorcycles” as well as many other possible uses.

What will become of the Royal Enfield Shotgun?

Could this Shotgun name be slated for use with the recently spotted cruiser, which has yet to be officially announced? More so, would a new cruiser be part of a revamped approach to the 650 twins, similar to the Continental GT and the Interceptor 650, with two models sharing the same engine but with slightly different approaches?

>Have you ever wondered what MotoGP technology applies to road bikes, well, click here and you’ll see

Aside from the ‘Out of This World’ Meteor 350, the gun theme continues from their UK ‘Bullet 500’ model, so a 650cc cruiser named the Royal Enfield Shotgun 650 makes perfect sense.

It has also been reported that the now Indian-owned brand has also registered various other names in recent months including Roadster, Hunter, Sherpa, Flying Flea – while some can simply be bookmarked for potential use, d ‘others can be set to come out fairly quickly.

I really feel like I say this every time a Royal Enfield story pops up, but if the Sherpa ends up being a Himalayan with a 650cc twin engine, I’ll be a very happy man.

We will keep you posted on this developing story, until then keep your rooms loaded. Keep it Visordown.

Soft Robotics Market Size, Share, Trends, Growth, Price, Analysis, Access, Outlook, Report, Forecast 2022-2027

April 28, 2021 Diana M. Cuyler Motorcycle Brand

The global soft robotics market will be driven by the increase in medical and surgical applications during the forecast period 2022-2027.

30 NORTH GOULD STREET, WYOMING, USA, September 19, 2022 /EINPresswire.com/ — Expert Market Research’s new report titled “Global Soft robotics market size Share, Price, Trends, Report and Forecast 2021-2026′, gives an in-depth analysis of the global soft robotics market. It assesses the market based on its segments such as application and major regional markets of North America, Europe, Asia-Pacific, Latin America, Middle East and Africa.

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Soft Robotics Market Share, Size, Industry Report, Key Player, Major Segments and Forecast

Key highlights of the report include:

Market Overview (2017-2027)

• Historical market size (2020): 1,051.1 million USD• Forecast CAGR (2022-2027): 34.9%

• Forecasted market size (2027): 6,334.1 million USD

The soft robotics market has witnessed substantial growth due to multiple factors. These include the growing new possibilities offered by these robots compared to inflexible robotic technology, as well as the need to build human-friendly machines. Soft robots, unlike conventional and rigid metal robots, are adaptable in nature, presenting attractive future growth opportunities for the market. They can perform biological functions similar to human muscles since they are made of flexible and soft materials, including nanomaterials. This characteristic of soft robots is expected to facilitate their use in a variety of applications, such as medicine, industry, and locomotives, thereby augmenting the market growth.

Advances in soft robotics technology are expected to result in robots capable of lifting large objects, repairing themselves, and climbing to great heights. These features, when combined with human flexibility, are expected to propel the market expansion even further, due to their growing application in construction and related activities.

Malleable materials give soft robots their flexibility, allowing robots to bend and turn with high curvatures, allowing them to maneuver in tight places. This makes them useful in disaster scenarios such as earthquakes or fires, thereby aiding the growth of the soft robotics market by propelling its acceptance during emergency situations. The increased application of soft robots in sensitive environmental settings such as coral reefs or snowy lands is expected to fuel the expansion of the soft robotics market.

Soft robotics industry definition and major segments

Soft robots are made of flexible materials such as polymers, gels, and fluids, and are a sub-discipline of robotics. They have a high degree of elasticity, which allows them to adapt to their environment and change shape if necessary. Soft robots are sophisticated models that, in addition to their mechanical tasks, reflect the life of humans, animals and plants. They are a type of biomimicry.

Read the full report with table of [email protected] https://www.expertmarketresearch.com/reports/soft-robotics-market

On the basis of application, the industry is divided into:

• Human-machine interface and interaction• Locomotion and exploration• Handling• Medical and surgical applications

• Rehabilitation and portable robots

Regional markets for soft robotics include:

• North America• Europe• Asia Pacific• Latin America

• Middle East and Africa

Soft robotics market trends

In the coming years, the market is expected to rise owing to the growing demand for soft robots in medical and surgical applications. The need for gadgets that minimize human involvement has increased significantly following the COVID-19 pandemic, and this is expected to further catalyze the growth of the soft robotics industry. The market is expected to grow owing to the growing need for minimally invasive procedures (MIS). Research efforts in the health sector could lead to new manufacturing techniques. This can enable the development of disposable, patient-specific, inexpensive, and rapidly created MIS devices, which translates into lucrative growth opportunities for the soft robotics industry.

The ability of soft robots to interact with humans, which relies on their ability to handle unstructured environments and adhere to human flesh, is expected to boost the market. The increased use of magnetically navigated and vacuum single-site endoscopic soft robots has also been made possible by advances in technology. In the coming years, this is expected to drive the market growth even more.

Market growth is expected to be facilitated by the easy availability of soft and compliant materials for soft robots that are both cost effective and easy to handle. The added benefit of being less expensive than traditional robots is expected to boost their adoption, thereby contributing to market growth. As a result, soft robots are expected to be widely offered in a variety of medical departments in the coming years.

As traditional bulky contraptions are gradually being replaced by flexible bracing devices, advances in biotechnology have led to the introduction of these robots into dental applications. Due to their compact structure and cost-effectiveness, soft robots are gaining popularity in dentistry, providing the market with more potential growth prospects.

Main market players

The main market players are

• Ekso Bionics Holdings Inc.• ReWalk Robotics Ltd.• Soft Robotics Inc.• Righthand Robotics, Inc.• BioServo Technologies AB• Pneubotics Inc.

• Others

The report covers market shares, capacities, plant rotations, expansions, investments, and mergers and acquisitions, among other latest developments of these market players.

Electric Scooters and Motorcycles Market- https://www.expertmarketresearch.com/reports/electric-scooter-and-motorcycle-market

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RedMoto XEV will launch electric scooters and motorcycles

April 14, 2021 Diana M. Cuyler Motorcycle Price

RedMoto XEV electric scooter and motorcycle

Chhattisgarh-based RedMoto XEV is set to launch 3 electric vehicles, two scooters and a motorcycle on May 21, 2021

Chhattisgarh-based startup RedMoto XEV is launching three new electric vehicles. The models will be available for sale from May 21, 2021. Using these eco-friendly vehicles will help control pollution and also help maintain an eco-friendly environment. These vehicles are designed to be launched in the automotive sector after high quality tests and the peculiarity is that their price will also be very economical, compared to other vehicles in the range.

Keeping in mind market trends and consumer needs, RedMoto XEV has focused on the design and appearance of its vehicle, and on keeping the retail price to a minimum. Charging involves the use of a few units of electricity. After testing to prescribed standards, consumers will be able to run the electric two-wheelers for approximately 1,000 km at a cost of $ 200.

R3X and R1X scooter, and R5X motorcycle

Founder and CEO Jitendra said the company is ready to sell its electric vehicles at an affordable price. They also depend on better product design. Electric two-wheelers qualify as affordable bikes and the company claims that the R5X motorcycle will be available at a price between 80k and 85k.

Electric scooters (R3X, R1X) will cost between 65,000 and 72,000. When recharged for 4 hours, the vehicles will have a range of 60 km. Low speed units have a 48V system, with optional Lithium or VRLA battery type. All electric vehicles (R3X, R1X, R5X) are ICAT tested in the low speed category.

redmoto-xev-electric-scooter-motorcycle-1-600x338-1 RedMoto R1X, R5X and R3X to launch in India next month

Starting RedMoto XEV EV

The Chhattisgarh-based startup will operate in India in due course. For this, the company is working on logistics to ensure large-scale operations. Preparations to sell these vehicles in other major cities in India are complete. This will allow the company to start sales in various cities within a few weeks.

While the company has 3 models to start operations, RedMoto XEV will launch a range of electric vehicles over time. Expenses for the maintenance of these vehicles, thanks to which there will be no additional burden on the pocket of consumers.

Current trends in the Indian automotive market are encouraging for electric two-wheeler start-ups. Considering that the opportunities are endless, more and more businesses are opening their doors. This goes hand in hand with the government’s commitment to making the business environment conducive to electric vehicle manufacturers.

In general, the strongest arguments focus on the cost of ownership and operation, and the reduction of emissions. RedMoto XEV is committed to achieving the same end goals, among other factors. The company claims that customers will not be overburdened with expenses bearing in mind the costs of maintenance.

NWP plans to contribute RM7 million to revenue from motorcycle business in 2021

April 1, 2021 Diana M. Cuyler Motorcycle Business

PETALING JAYA (April 1): Wood products maker NWP Holdings Bhd, which diversified into the motorcycle business last year, expects the new company to contribute RM6-7million to its turnover this year.

Its CEO, Datuk Seri Nelson Kee Soon Ling, said the group hopes to take advantage of the food delivery boom amid the Covid-19 pandemic to increase its motorcycle sales.

The group has recorded total sales of 100,000 RM or 15 units of motorcycles since February, he said at a press conference after the group’s showroom launched here today.

The 15,000 square foot showroom, owned by its wholly owned subsidiary NWP Access Sdn Bhd, offers sales, service and spare parts for motorcycles, as well as a wide range of motorcycles from renowned brands such as Yamaha, Honda, Modenas and Benelli as well as a variety of motorcycle accessories.

â€œThis motorcycle showroom is costing us around RM1 million including all operating expenses and capital expenses,â€ he said, adding that the company plans to expand its automotive business to other areas, such as Penang and Johor, by next year.

Kee said NWP will run a no-deposit promotion to sell 10,000 units of its motorcycles on credit to people whose finances are affected by the pandemic.

â€œThe program is designed so that more riders can own motorcycles more affordably, and the daily payment can go down to RM3,â€ he said.

At today’s launch, NWP Access signed collaboration agreements with four partners, namely BlackBixon2Go Sdn Bhd (a subsidiary of Ni Hsin Resources Bhd), IOU Pay (Asia) Sdn Bhd (a subsidiary of iSentric) , Yayasan Keusahawanan Sosial and MBP Solutions Sdn Bhd (subsidiary of TFP Solutions Bhd), to further consolidate its services to its clients.

For the partnership with IOU, it aims to provide financial assistance to customers for the maintenance and replacement of spare parts of their motorcycles with the â€œBuy Now, Pay Laterâ€ program.

The collaboration with Yayasan Keusahawanan Sosial focuses on purchasing motorcycles with the Easy-to-Own program, while the partnership with MBP Solutions aims to provide services such as microinsurance to bikers to ensure their safety.

With BlackBixon2Go, NWP Access will provide motorcycles to facilitate the delivery of BlackBixon2Go’s energy coffee.

Regarding NWP’s real estate business, Kee said the company will partner with a real estate developer on a new project with a gross development value of RM300 million.

â€œCurrently, we are still in the midst of discussions and plan to announce this partnership by next week,â€ Kee said, adding that the developer would hire NWP to undertake work related to property management and sales consulting.

Kee said two companies, namely GS Realty (M) Sdn Bhd and GT Nelson Sdn Bhd, will assist NWP on the project.

Kee is a 24.55% shareholder of GS Realty, one of the largest real estate agencies in Malaysia, which has offices and representatives throughout Malaysia, and partners in ASEAN countries.

NWP recorded a net loss of RM 1.44 million, on revenue of RM 714,000, for the quarter ended November 30, 2020 as business operations disrupted by the pandemic. For the 15-month period ended November 30, 2020, it recorded a net loss of RM 6.47 million on revenue of RM 6.6 million. There are no comparison numbers due to the year-end change from August 31 to February 28.

The NWP share price was 22 sen at 3 p.m., giving a market cap of RM 104 million.

Man killed outside motorcycle business in Richland County SC

March 12, 2021 Diana M. Cuyler Motorcycle Business

caution tape

Getty Images/iStockphoto

COLOMBIA, South Carolina

Two men have been arrested for their alleged involvement in a shooting Thursday that killed one person and injured four others outside a motorcycle dealership, the Richland County Sheriff’s Department said Friday.

The incident happened in the Capital City Cycles parking lot at 7810 Two Notch Road around 4 p.m. Thursday, according to the sheriff’s department.

One man died at the scene, the other four were taken to local hospitals.

Richland County Coroner Naida Rutherford said the name of the deceased was Charles E. Lilly, 55, of Beech Island.

“We are working with the Richland County Sheriff’s Department to fully investigate this matter,” Rutherford said in a statement.

Two men remained in the hospital Friday morning, according to the Richland County Sheriff’s Department. Their conditions were unknown.

Deputies “responded to multiple reports of gunshots” and were dealing with a “very large crime scene,” a spokesperson for the sheriff’s department said Thursday night. The department said Friday it believed an argument between several people had escalated, leading to the shooting outside Capital City Cycles.

Police have arrested and charged two men for their alleged involvement.

Kristopher Wheat, 36, was charged with obstruction of justice after being released from hospital, the sheriff’s department said.

James Hill, 58, was charged with first-degree assault by the mob.

Both men were imprisoned at the Alvin S. Glenn Detention Center. The sheriff’s department said more charges could follow.

“We believe this is an isolated incident and do not believe there is a danger to the community,” the department said in a statement.

Capital City Cycles is located where Interstate 77 crosses Two Notch Road. The busy intersection includes many hotels, restaurants, and at least one church.

Capital City Cycles on its website describes itself as “a family-owned, operated motorcycle dealership with over 20 years of experience in the motorcycle industry. We have one of the largest motorcycle inventories in the world, including over 400 used Harley-Davidson motorcycles.

This is a developing story. Check back for updates.

This story was originally published March 11, 2021 9:56 p.m.

Famous British Motorcycle Brand Unveils Brough Superior Lawrence

March 8, 2021 Diana M. Cuyler Motorcycle Brand

By Preetam Bora
| Posted: 08-Mar-21 18:25 PM IST

93,471 Views

See the pictures

The Brough Superior Lawrence is a tribute to TE Lawrence, aka Lawrence of Arabia

Iconic British motorcycle brand Brough Superior, known as the Rolls Royce of motorcycles, is back with a brand new motorcycle. The now-based brand in France released its latest model, the Lawrence, named after one of the brand’s most famous fans, Thomas Edward Lawrence, who owned seven Brough Superior motorcycles in his day. The new model is expensive, flashy, and the design is a mix of nostalgia and modern technology. The name, of course, comes from TE Lawrence, the British soldier and author who ultimately met an untimely death when he crashed into one of his own Brough Superior motorcycles.

Read also: Aston Martin Brough Superior AMB 001 track testing begins

The design of the Brough Superior Lawrence is a bit hit and miss, a fusion of different types of motorcycle design

The new Lawrence model features a liquid-cooled, liquid-cooled, DOHC 88-degree V-twin engine with a displacement of 997 cc and an output of 102 hp and 84 Nm of torque. Priced at around $ 80,000 (almost 58.63 lakh), the Lawrence isn’t affordable and sports a more drastic design than downright good-looking. Nonetheless, with a new carbon fiber bodywork, titanium frame, titanium subframe, CNC machined fork from aluminum and titanium links, and cast aluminum swingarm, the Lawrence stands out. boasts a number of premium components, including a single-shock suspension at both ends. The braking system consists of two 320mm discs at the front and a single 230mm disc on the rear wheel.

The style, ergonomics and shape of the Lawrence mark a clear departure from the classic designs of Brough Superior.

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The style, ergonomics and shape of the Lawrence mark a clear departure from the classic designs of Brough Superior. The overall design is a bit hit and miss, not quite here, and not quite there. But Brough Superior is still hoping the new Lawrence will grab some attention. Only 188 copies of the Lawrence will be manufactured, in homage to the year of birth of TE Lawrence, 1888. Although the Lawrence retains a long and low stance, it still marks a difference from the rest of the Brough Superior range. modern.

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Motron Motorcycles – A new motorcycle brand from Austria

March 5, 2021 Diana M. Cuyler Motorcycle Brand

Austrian group KSR presented their new brand through a 4-part film series called â€œFollow the Mâ€.

https://www.youtube.com/watch?v=nkfFGU1Goxc

The new brand, Motron Motorcycles, presented in a fresh, yellow theme, reflects the entire brand identity and design of the motorcycles. Speaking of the brand’s model range, Motron Motorcycles’ current lineup consists of 13 bikes from 3 different segments. The bikes are aimed specifically at the entry-level and mid-size segment in the two-wheeler sector with an attractive price / performance ratio.

In-depth review of Motron’s 2021 product line. With an extensive product line of 13 motorcycles, the product portfolio of the new Austrian brand is not limited to petrol motorcycles and scooters. Indeed, among the 13 models, there are three electric scooters as well as a mini electric bike!

The displacement of gasoline motorcycles varies from 50cc to 400cc. On the other hand, the electric models currently offered fall within the European class L1e and are offered with Bosch electric motors of 15,000 W or 2,000 W.

â€œThe launch of the new Motron brand hits exactly the pulse of the times. Especially in times like these, when people yearn for a fulfilling balance in their pandemic daily life, we appeal to a target group who can find in Motron a brand to start a new hobby, a new passion. Our brand slogan â€œGET OUTâ€ underlines our approach to fighting tough times, going out and having fun on a Motron, â€say Michael and Christian Kirschenhofer, owners of KSR Group.

Source: Motorcycles

Range

Gasoline

X-NORD 125

A 124.8cc adventure motorcycle ready for city and country roads.

X-NORD 125 TOURING

Based on the X-Nord 125, the X-Nord 125 Touring contains saddlebags for long journeys.

REVOLVER 125

A 124.8cc urban cruiser with stunning retro styling.

WARRIOR 400

The biggest machine in the Motron range. Motron says the Warrior 400 is for those looking for speed.

BREEZY 50

A modern, air-cooled, low-emission scooter for speeding through the city.

IDEO 50

A fun scooter with a classic Italian design.

IDEO 125

The big brother of the Ideo 50. Motron says the Ideo 125 is designed for city and highway driving.

VENTURA 125

A modern scooter that is fuel efficient and powerful enough for urban and rural roads.

Electric

CUBERTINO

Powered by a 1500W Bosch motor, this Cub-inspired electric Cubertino comes with a stunning look and a range of 56 km. One of our favorites!

WHISPER

VOLTZ

The Voltz is a light machine for the city. Powered by a 2000W Bosch motor and removable Samsung battery, Voltz has a range of 65km.

VIZION

Powered by a 1500 W Bosh motor, the Vizion mini-bike reminds us of the Honda MSX and Benelli TNT 135. A very interesting concept!

Availablity

Motron has announced that the electric models (WHIZZ, CUBERTINO, VOLZ and VIZION) will be launched first. Subsequently, internal combustion models (X-NORD 125, REVOLVER 125, WARRIOR 400, BREEZY 50, VENTURA 125, IDEO 50 and IDEO 125) will arrive in dealerships from the second quarter. Meanwhile, the last two models, NOMAD 125 and X-NORD 400 are expected to launch in the second half of this year.

Motron has announced that they will initially focus on the European market, starting with Germany, Austria, Switzerland, Italy, Spain, France, Belgium, the Netherlands and Greece. The distribution network is expected to expand to other European countries during the year 2021.

Source: Demotos

Motorcycle price on installment payment is 25% higher than cash – DTI – Manila Bulletin

March 2, 2021 Diana M. Cuyler Motorcycle Price

The price of motorcycles sold in installments is 25% higher than the spot price per unit, according to Commerce and Industry Secretary Ramon M. Lopez.

Lopez said it was discovered by the DTI as it held public hearings on the draft memorandum circular that will promote payment options in consumer transactions and ban the sale of goods and services on installments only. .

According to Lopez, the price difference for motorcycles in installment payment is 25% greater than the price for payment in cash. The higher unit prices for the installment payment are due to the high interest rate, he said.

Lopez stressed the need to give consumers the choice to pay in cash to save on costs, especially if they have savings to pay for their purchases in cash.

From January 2019 to January 2021, DTI received 3,060 consumer complaints about the one-time installment payment option implemented by motorcycle dealers and stores. The complaints have reported that the motorcycle seller insists he pay in installments even though he is willing to pay the full value in cash.

Consumers should be provided with payment options when purchasing products and services, given the practice of a number of retailers requiring installment-only sales, the DTI considers it necessary to reiterate applicable provisions of the Philippine Consumer Law and other relevant laws to ensure that consumers are adequately protected.

To address this concern, the Under Secretary of State for the DTI Consumer Protection Group (CPG). Ruth B. Castelo explained, â€œDTI is stepping in to address this consumer concern by limiting their payment options not only for motorcycles, but also for other products and services they need.

DTI-CPG Assistant Secretary and DTI-CCRC Competitor OIC Atty. Ann Claire C. Cabochan explained: â€œThrough this circular, the DTI also aims to underline the consumer’s right to choose and have access among the various options for purchasing products and services, including the method of payment.

Under Article 52 of the Consumer Law (RA 7394), â€œAn act or practice is deemed to be unfair or unreasonable when the producer, manufacturer, distributor, supplier or seller, taking advantage of the physical or mental infirmity of the consumer, his ignorance, his illiteracy, lack of time or the general conditions of the environment or the environment, induces consumers to conclude a sale or a lesser transaction contrary to the interests of the consumer or grossly bias in favor of the producer, manufacturer, distributor, supplier or seller. “

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Why Royal Enfield is no ordinary motorcycle brand, but the makings of an urban legend

February 21, 2021 Diana M. Cuyler Motorcycle Brand

The gold border on the cover of the new book by former business journalist-turned-author Amrit Raj, Indian icon: a cult called Royal Enfield, may seem to indicate that this is another part of a series of corporate golden hagiographies. But, less than halfway, it is perfectly obvious that this is not the case. Raj has been careful to include the smallest details of the struggles and obstacles as well as the efforts of a great multitude of people who have created and supported the Royal Enfield brand.

The book also combs through the occasional missteps that have prompted the brand to thoroughly rethink and then restructure its operating methods, often to the detriment of its loyal clientele. Missteps that created a lot of internal friction, but ultimately fermented the kind of change that built the company’s fortunes and paved its path for the far too crucial decade to come. In a detailed Zoom chat, Raj describes what it’s like to understand RE’s appeal and what made him take a closer look at its non-linear learning curve.

When and why did you decide to chronicle the history of Royal Enfield?
I am not a biker, but I am a keen observer of brands due to the training I had as an economic journalist. And, for some reason, Royal Enfield has always fascinated me. The idea [about writing a book] brewed for some time, but the process started two years ago. If you buy a Maruti Suzuki car, it provides you with excellent service; if you buy a Hero bike, it gives you excellent mileage. But there is nothing tangible that Royal Enfield offers its customers. The mileage is not that great, neither is the service. So what is it about this brand that appeals to people so much? I realized that more than the product, it’s the story it represents. It gives you something that other products don’t have. And you can’t quantify it.

The outlines of the Royal Enfield success story have been frequently discussed and documented. How did you make sure your account was different from these?
Royal Enfield was sold to the Lal family for a sum of Rs 3 crore, and the current valuation of the company is Rs 10,000 crore. Many people have claimed that the business was in the right place at the right time. But if you look at this number, it cannot be by pure chance. They took it from a doodhwala brand to a thousand-year-old brand. You don’t see this transition normally. And I realized it’s not just Siddhartha Lal’s story. Many people have played a role in building this brand. And this book is their story.

Do you think it was the lack of a similar product, or do you think there was something particularly appealing about the Bullet itself that made the success of the RE?
There has always been an aura around the brand, and I think that’s what prompted the Lal family to take over the business in the 90s. Everyone remembers the Bullet. Either their uncle rode it or their father did. Or they borrowed their neighbor’s bike and took him for a ride. When I was a kid, if a Bullet passed by my house, I would go out to see what it was. And even when the bike took off, the thud remained. This curiosity is part of the years of growth of many people of several generations. And that has remained an important part of the brand’s history, even though the brand almost went bankrupt in the 1980s. There was almost nothing, the plants were dead, the machines were dead. But the Bullet was a superstar.

â€œEveryone has a memory of the Bullet. Either their uncle did it or their father did it. Either they borrowed their neighbor’s bike and took him for a ride. come out to see what it was. And even when the bike took off, the thud remained. ”

You have written extensively on the role of former Royal Enfield chairman, the late Rudratej “Rudy” Singh. Would you say there was a chief architect primarily responsible for the brand’s latest transformation? Or has it always been a joint effort?
Over the past 30 years, the brand has had incredible leaders. And they all played their part for a certain length of time. People like Badri Agarwal, Venki Padmanabhan and Rudy – each had their part to play. Siddhartha has always been at the center of the brand, but if you overlook the role of one of these men, I don’t think the Royal Enfield story can be over. Rudy’s entry came at a time when Siddhartha wanted to go global. The company was making a lot of money and Siddhartha believed it was time to bring the brand’s roots back to the UK, where he built this tech center. When you sell 5,000,000 motorcycles a year, you can’t have technical problems. Rudy was brought in with the specific mandate that the culture of the company had to change, the way the company operated in the past would not define how it would operate in the years to come. Rudy came in and brought his marketing brains to Unilever and a lot has changed during his tenure. Sales increased from approximately 3,000,000 units to 8,000,000 units. Profitability increased to 22 percent, which was the highest in the industry.

You also mentioned the friction Rudy endured with the old guard. Something that had been speculated but not widely reported.
It happens in many companies, when a new leader comes in and wants to make some change, you still have some resistance from the old guard. For all the good work Rudy did during his tenure, I think people management could have been a lot better.

What do you think the old guard was doing differently that plagued the company with mechanical issues, which at one point became synonymous with the brand?
They hadn’t realized that what they were doing was not in line with what a typical customer would want. This is where Rudy wanted to make some changes. For example, the Himalayan fiasco that happened, when you’re nine months away from meeting a regulatory standard, you can’t use a previous generation emissions standard. If it’s a new product, it should have new technology. From Siddhartha’s perspective, the idea was not to run after numbers. But with Rudy’s approach, the demand for bikes has grown organically.