Apr 2010 - Royal Enfield

KicK startShaji Koshy, Divisional GeneralManager, MarketingThe Electra UCE350cc is Here!neWsElectra Twinspark (kick start)INR 89,846Electra Twinspark (electric start)INR 93,846(Ex-showroom pricing in Chennai)Royal Enfield introduced into the Indian market, the ElectraTwinspark 350 cc earlier this month. With the introduction of theElectra Twinspark, Royal Enfield has taken another step towardsmodernising its range of motorcycles with the UCE family of engines.The Electra Twinspark can now benefit from the superb performance,reliability and fuel-efficiency of the unit construction engine whilstretaining the unmistakable character of a Royal Enfield.According to RL Ravichandran, CEO, Royal Enfield Motorcycles,“It has been our aim to encourage riding as a lifestyle. The ElectraTwinspark, with its performance and comfort coupled to thecharacteristic Royal Enfield styling is guaranteed to kindle wanderlustin our customers.”The Electra Twinspark is available with both, kick start and electricstart options and in colours—silver, red and black.greetings from the editorial desk!Last year has been very good for us in terms ofsheer sales performance and the launch of the tworevolutionary Classic models. Besides creating thesegreat machines, last year also saw the inception ofthe Keep riding campaign spearheaded by our fieldstaff and dealers. as an organization we have always believed inpromoting leisure riding as a lifestyle. a royal Enfield is a practicalleisure motorcycles and not just a commuter bike.We have hit the right note through the Keep riding Campaignspecifically aimed at encouraging our customers to take their bikesand hit the open road. Through this campaign our field staff anddealers jointly organize rides across all our regions, themselvesactively being a part of the bonhomie by riding out. What startedas a small effort today has spread out to become our everyday wayof life with nearly 100 rides organized in 2009.2010 promises more exciting and challenging rides in all ourregions with active participation from my colleagues at the hOas well. The mood has been contagious with the entire euphoriaaffecting the dealer fraternity also, which immediately got hookedon to this unique programme as it gave them a chance to unwindwith the customers. I am no exception either and have experiencedthis first hand riding out to mahabalipuram with the Chennai team.Today we are strongly focussing on encouraging our customers notjust to own our motorcycles but ride them as has been evident byour ‘Leave home’ and ‘Trip’ campaigns and now the “Keep riding”campaign. We now have 3 new calendar rides to engage customers,the Tour of rann of Kutch, The Southern Odyssey and The rideof rajasthan apart from the legendary himalayan Odyssey. Thesewould all be rides of discoveries in more than one way, like wefound a Shrine dedicated to a royal Enfield - “Bullet Baba” deepinside the rajasthan hinterland, where the devotees offer ‘Bullet’Beer in reverence!!!I am looking forward to joining you in some of the subsequentrides organized in other parts of the country getting a chance todo what royal Enfield loves most; riding the open roads. Let’s rideand let’s discover…This issue of The Beat brings to you some interesting storiesfrom these rides and we hope it inspires you to don your helmetand open the throttle to gobble up the highways.ride SafeIf you would like to contribute to THE BEAT email us at schavan@royalenfield.com E D I T O R I A L T E A M Shaji Koshy, Sachin Chavan, Praveen P SathayeRoyal Enfieldat the AutoExpo 2010royal Enfield was part India’smost prominent automotiveshow, the auto Expo 2010,held from January 5th to 11that the Pragati maidan in newDelhi. royal Enfield displayedthe recently launched royalEnfield Classic 500 EFI and theroyal Enfield Classic 350. Themainstay of the royal Enfielddisplay were the soon-to-belaunchedvariants of the Classicin gleaming Chrome and inClassic Battle Green.The company also launchedthe Bullet 350 and BulletElectra 350 with the unitConstruction Engine. Themodels will go on sale inFebruary and march 2010respectively.The Expo turned out to bea rather rewarding experiencefor royal Enfield with theroyal Enfield Classic and themarketing team picking up asmany as five awards.■ Apollo Auto India Awards2010: Best Brand■ Zigwheels.com ViewersChoice Bike of the Year 2009■ Zigwheels.com Bike of theYear above 251cc■ NDTV Profit Car & BikeAwards 2010: Motorcycle ofthe Year above 250 cc■ NDTV Profit Car & Bikeawards 2010: Best PRCommunications Team23