Royal Enfield to Extend Its Premium Market Positioning in Electric Segment

Royal Enfield plans to extend its premium market positioning in the electric segment. It plans to extend its premium positioning to the electric segment too. Royal Enfield gets ready to launch its maiden electric motorcycle in 2025. The company will not restrict itself to a few segments but will have a wider offering of EVs.

Royal Enfield has a 90% market share in the 350cc plus motorcycle segment in the Indian market. The brand is pacing up the value chain by introducing products that are more expensive than its traditional lineup, thereby establishing itself as a premium marque.

Instead of going after all the segments such as sports bike, sport touring, dual sport, supermoto, dirtbike, scooter and moped, Royal Enfield has restricted itself to cruisers, touring and retro bikes. At the recently held two-wheeler motor show EICMA in Italy, Royal Enfield unveiled a special project called the Electric Himalayan Testbed. While the product is a concept right now, Royal Enfield executives stated that the concept revealed provides a glimpse of what an electric adventure from the two-wheeler manufacturer could look like.