Royal Enfield News: Imitation doesn’t work, Eicher’s Lal to rivals | India Business News – Times of India

NEW DELHI: As Royal Enfield (RE) faces competition from the partnership between Hero MotoCorp and Harley-Davidson, as well as a 350cc cruiser launched by Honda (called H’Ness), Siddhartha Lal, MD of Eicher Motors (that controls RE), has made a frontal attack on the challengers. He said “imitation and trying to copy doesn’t work” and that his company is “10 steps ahead of the market”.
Lal’s company has models such as the 350cc Bullet, Classic & the new Meteor, the 410cc Himalayan and the 650cc Interceptor & Continental GT that dominate the premium-end of the motorcycle category. He said the market is in a habit of sounding the death knell for his brand every time some other company comes up with new products over the last six years.
However, the strength of his products, and RE’s premium experiences in sales, dealership walk-ins, marketing and after-sales have kept his brand going strong. “It surprises me that people are not charting their (own) route and are going for imitation… my view is that imitation and trying to copy doesn’t work, it just boosts the original. It’s in a way them (challengers) saying that ‘we’re putting our hands up and we can’t do it, and so (we) will copy you’,” Lal told TOI.

While Hero Moto and Harley forged a relationship just a few weeks ago to work together on mid-sized bikes and sales, spares and accessories, Honda Motorcycle and Scooters India (HMSI) had launched the 350cc H’ness in October, which incidentally carries the thump that is one of the most-distinct features of RE bikes. When asked about adopting a ‘follower approach’ to RE, HMSI officials took pains to emphasise, “We have a very authentic ‘Honda thump’.”
Bajaj Auto has been expanding its premium portfolio with KTM and Triumph, while Mahindra has entered the category with Java and plans to get BSA.
Lal’s RE, after struggling for years, has made a remarkable resurgence over the past few years, and has seen a massive surge in sales, making it one of the strongest brands in the lucrative and high-margin premium category. The company, which is not present in the low-margin commuter business (dominated by Hero Moto, TVS, HMSI and Bajaj), has had an almost unchallenged run in the premium cruiser category.
Foreign brands such as Harley and Triumph only helped generate interest in premium motorcycles, but failed to sell in good numbers due to high pricing. RE became the best choice for upgraders from commuter motorcycles, and even for growing list of first-time buyers.