Section 37
How Royal Enfield turned around by fixing the product
Should you sell a loved but loss-making brand, or fix it?
- case
- Turnaround
- years
- 2009-2025
- About 2,000 to over 10,000
- Monthly sales before and after · 2012
- 30,046 vs 20,068
- Quarterly sales, Q3 2012 vs Q3 2011 · 2012
- 10,09,900 motorcycles
- Annual sales · 2024-25
- 01
The situation
About a decade before 2012, Royal Enfield was deep in losses and the common view was to sell it, Autocar Professional reported. Buyers complained of frequent breakdowns and long repair times.
- 02
The decision
Under Siddhartha Lal, the company kept the brand's classic character but fixed reliability. It introduced a new unit-construction engine platform, first on the Classic in 2009, moved to die-cast aluminium parts and CNC machining for tighter tolerances, and invested in design and testing. It also built a riding community through events such as the Himalayan Odyssey and dealer-led rides.
- 03
The outcome
By 2012, Autocar Professional reported, monthly volumes had grown from about 2,000 to over 10,000. In 2024-25 Royal Enfield sold 10,09,900 motorcycles, its first year above 1 million. Eicher's press release recalled a time when 50,000 motorcycles a year felt like a big win.