Siddhartha Lal believes that the direction of leisure biking across the world is ‘disturbing’. In his view, motorcycles in this category are supersized, ungainly and expensive with the result that they have become objects to own and not enjoy.

The Managing Director & CEO of Eicher Motors, the parent company of Royal Enfield, insists there is space for something different which is not superfluous or excessive.

Pure motorcycling

“We want to bring biking back to make it less intimidating,” he said during the unveiling of the company’s latest offering, the Continental GT, here on Tuesday night.

This 535cc bike is intended to deliver on the Royal Enfield motto of the kind of motorcycling which “engages you and begs to be ridden”. Lal said it was the company’s endeavour to create the ‘authentic’ experience of biking with its products. It boils down to ‘pure motorcycling’ which is fun and allows the rider to savour the moment.

Focus on mid-size

Royal Enfield will focus on mid-size motorcycling (250cc-750cc) which Lal reiterated was the way ahead not only in India but other global markets. “This is something that is up for total reinvention and we think it is the middle ground without any extremes,” he said.

For instance, developing markets are moving from small to mid-size bikes which Royal Enfield perceives as an interesting opportunity. Likewise, developed markets are also shifting (from large bikes) to the mid-size segment owing to rapid urbanisation, higher user age groups and more modest income levels.

Inclusive, not elitist

All these factors put in perspective Royal Enfield’s intent to be an inclusive, and not elitist, brand. “It is about interaction and inclusiveness, simplicity and purity of biking and not about ego or money,” said Lal. This is where pricing becomes crucial (the Continental GT will be available on-road at a little over Rs 2 lakh across India).

“Uncomplicated motorcycling is a space we have identified and this will be our motto for all markets,” he added. The Continental GT is an important part of this journey where Royal Enfield pulled out all stops to make the bike a reality. Extensive testing was done in the UK, Europe and India while tools and dies were sourced from top suppliers in Italy and Taiwan.

“The Continental GT is only a start and represents a platform for creativity. Its strength lies in its simplicity and we believe it will give you the most fun on a motorcycle,” said Lal.

Just fun

The company was also inspired by the core idea of Café Racing which was part of the UK’s riding culture in the ‘60s. “The essence is to have fun and not get too bogged down with looks or technology. It is important to bring that attitude back with non-intimidating motorcycles,” said Lal.

Royal Enfield is also looking at improving the riding experience by offering accessories at its retail outlets. “We are building on the motorcycle culture and not a superficial, posing (culture). The India of this decade is like the UK of the ‘60s which is about having a little more money to enjoy,” he added.

What is different, though, is that the Continental GT (which first hit UK roads nearly five decades ago as a 250cc offering) is for a modern setting and can compete with similar kinds of bikes that killed British motorcycling in the ‘60s.

“From our point of view, it does not end with the motorcycle but a new category of motorcycling which we want to open up and develop a culture in the process,” said Lal. Royal Enfield hopes to wrap up this calendar with 1.75 lakh bikes at its Chennai plant with plans to increase this to 2.5 lakh units by December 2014.

>murali.gopalan@thehindu.co.in

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