Royal Enfield Customisation Program To Boost Sales
As RE is going digital, they want to offer customisation to all buyers with factory fitted accessories and aesthetic updates.
The Indian bike maker is planning big for its future not only in the domestic market but globally as well. Royal Enfield customisation program aims for making each bike one of a kind.
The brand is looking for mass customisation to make 100 percent unique motorcycles. Currently the company is transforming to digitisation. Customers will be able to book and customise all the bikes across their portfolio online.
The custom made bikes will get factory fitted label, colour, accessories, apparel, etc. Until now the custom job was done at dealership level where accessories and other modifications were installed before the delivery.
This will be a unique buying process for the Indian audience as such customisation at factory level is not available yet in India. This will help boost their sales too as more and more buyers will be attracted towards this buying experience.
Royal Enfield CEO says that the company has revamped their entire business process from made-to-stock to made-to-order.
Currently, the Indian bike maker is gearing up to launch their new bike RE Meteor 350. It is confirmed for launch by the end of this month.
The Meteor 350 will get a new 350cc engine which is likely to offer smooth performance. The bike will get new features including bluetooth connectivity with smartphone integration.
Not only this, RE is preparing a range of new bikes and plan to launch one new product every quarter for the next 3 years.
Source – CarAndBike.com