Royal Enfield’s Plan RE 2.0: Turbulence in Two-wheeler Market

Abstract

Eicher Motors Limited, custodian of the revered Royal Enfield (RE) motorcycle brand, faced a pivotal moment in 2019 when Siddhartha Lal, the long-standing Managing Director and Chief Executive Officer, stepped down, handing over leadership to Vinod Dasari. RE had enjoyed a decade-long dominance in India’s mid-segment motorcycle market (250–750cc). However, recent years ushered in formidable challenges, including stringent emission norms, evolving tax structures, disruptions in transportation and the rise of electric vehicles. RE navigated the competitive landscape amid the advent of global brands and was caught in a milieu of choices—ranging from product innovation to global expansion. The new leadership, led by Dasari, aimed to strike a delicate balance, addressing challenges in the domestic market and emerging and mature global markets. This case examines the strategic dilemmas and multi-pronged challenges faced by RE as it sought to reshape its trajectory and evolve under Dasari’s guidance during a transformative period in the motorcycle industry.