The Secret Behind Royal Enfield's Success
Update: 2024-09-06
Description
In the early 2000s, Royal Enfield was a niche company, an India-based oddity building crude bikes that were basically unchanged since the mid-20th century. Now, they're a fully up-to-date manufacturer, with ABS, traction control and other modern electronics, and they have a wide range of products from cruisers to retros to scramblers to adventure bikes. How did they make this all happen? Mark Wells, the company's UK-based head of design, is here to tell us how Royal Enfield transformed themselves into the mid-sized motorcycle market leader.
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