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Co to launch a more affordable bike in the 250cc segment, open 350 small outlets in hinterland Royal Enfield, the cult-bike brand from Eicher Motors, is considering a new 250 cc variant to arrest a slide in volumes and market share, and as part of a broader push to make it more accessible to buyers. The Royal Enfield brand had gone off the radar of aspiring youth looking for an upgrade, as enthusiasm dampened somewhat due to an increase in prices of about 8-10% over the last couple of years on account of a transition to BS IV emission norms, a spike in insurance cost and the introduction of a mandatory anti-lock braking system. A slowing economy and about a dozen product launches in the 1 lakh to 1.5 lakh price band also added to the company’s woes. From strong double-digit growth over the last five to six years, Royal Enfield has slipped into a double-digit decline in the last four months. Under new CEO Vinod Dasari, however, the bike maker has rolled out a plan to set up 350 small outlets in the hinterland, apart from considering a new 250 cc bike variant. The 250 cc study is being carried out by the Indian R&D centre, even as the UK Technical Centre moots new, bigger displacement bikes for the global markets. RE is also planning to debut a no-frills bike for all its brands, giving a prospective buyer the choice of personalisation and accessorisation. RE will be able to address the value and premium segment, giving power to prospective buyers, according to the idea pushed by Dasari. If a prospective buyer does not require all the bells and whistles, he/she can buy a no-frills version, and if the customer wants to spruce up the motorcycle, he/she has the option […]