RE's 4 Rights for recent success

How RE did everything right to taste success of its new model- Hunter 350?#royalenfield #eichermotors

Below is my analysis, given my follow-up of bike industry since early 2000s and an avid RE fan.

Right Product - The hunter 350 is a modern take on the century old Bullet, the bike has optimum new features for a hassle free experience just like a normal commuter bike. Key brand essence qualities like comfort, thump, stability, ruggedness are infused even in new avatar.

Right Audience - RE has been an aspirational brand for all Indians due to the position it occupies in our minds, having seen that from childhood almost 90 percent people desire to ride it, at least once in their lifetime. Popularly called Rajagadi by many - a symbol of wealthiness in past decades. Hence this was made to appeal to younger segment, as well as for those who refused to take bullets due to intimidating personality of these bikes.

Right Timing - It all started with RE Classic 350 in 2007 but Ducati gave the first modern scrambler in 2013. The Indian market is getting flooded by neo retro or scrambler type models reminiscent of the 70s style. People who have now seen a lot of 40-50's style bikes like jawa/yezdi/bullet/classic are now looking forward to experience this scrambler class that looks sporty, stylish and mix of retro and modern design. The timing was perfect for RE to push in this segment.

Right Price - RE completely demolished the competition by making this the most affordable product in its lineup given that some parts need to be of plastic in scramblers like short mudguards etc, which helped to contain the costs. The bike costs almost 50K bucks less than the competing models.

All the above points deliver exceptional value to the customers and make this a blockbuster selling almost 16K units monthly. Made like a gun and still firing fit!!