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Royal Enfield: A Legacy of Resilience by Renju Pillai is a document available to read on EtoBox.

What is Royal Enfield: A Legacy of Resilience about?

Eicher Motors faced a tough choice in the early 2000s on whether to modernize Royal Enfield motorcycles to appeal to new customers or keep their classic style to retain brand loyalists. They updated the engine for better performance while keeping the classic look. This strategy helped revive the struggling brand and expand its customer base in India and globally. However, long waiting times and potential competition remain challenges.

Author

Renju Pillai

Language

EN