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Royal Enfield is a brand famous for its classic motorcycles, founded in 1901. The brand has grown from making the vintage classic Bullet to various other models.
1955, Royal Enfield merged with Madras Motors to form Enfield India, cementing its legacy in the Indian Subcontinent region. Recently, Royal Enfield entered the Bangladeshi market.
Royal Enfield has debuted in Bangladesh and has introduced several models like the Bullet, Classic 350, Hunter 350, and Meteor 350.
Each bike carries a piece of Royal Enfield's rich history and is set to shake up the country's premium motorcycle scene.
Royal Enfield is famous in Bangladesh for several reasons. First, the pricing is notably attractive. Ifad Motos is behind the distribution of Royal Enfield bikes in Bangladesh, pricing the models strategically.
Pricing
Royal Enfield models are offered at prices starting as low as Tk3.4 lakh, making these bikes more affordable than several current high-end models such as Yamaha R15.
Also, for that reason, Royal Enfield bikes appeal to a broader segment of young motorbike enthusiasts. This strategic pricing is crucial in a market that values economic viability alongside quality.
The Vintage vibe
The vintage appeal of Royal Enfield bikes, combined with their capability for customization, enables young riders to express their individuality. This personalization aspect is about aesthetics and crafting a persona that aligns with the spirit of classic motorcycling, freedom and adventure.
Masculinity
Culturally, Royal Enfield motorcycles have become a symbol of rugged masculinity. This trait has been celebrated in countless films in Hollywood and Bollywood and by notable personalities across the globe.
A noteworthy example is Kabir Singh, where the protagonist rides on a Royal Enfield Bullet. It is an example of the rugged, alpha-masculine image, albeit controversial. This perception adds to the charm and desirability of the brand, making it a symbol of prestige and character.
Changes in policy
Moreover, recent policy changes in Bangladesh have allowed motorcycles with higher cubic capacity, up to 375cc, to be manufactured locally and sold. This regulatory shift has been pivotal for Royal Enfield's entry, offering models that previously could not be marketed in the country.
The launch event in Dhaka saw overwhelming enthusiasm, with long queues of eager customers lining up to pre-book their preferred models. This craze shows the brand's prestigious legacy and its popularity among the Bangladeshi youth who grew up watching their favourite stars in movies riding Royal Enfield bikes.
While some bikers might point out that Royal Enfield bikes have lower mileage than other bikes, their iconic status in pop culture and their classic look tend to make up for it. This cool factor has earned Royal Enfield a warm spot in the hearts of many Bangladeshi bikers.
The arrival of Royal Enfield in Bangladesh isn't just about selling motorcycles; it's about bringing a slice of motorcycle history and a way of life that clicks with young people. Whether it's the bikes' affordability, old-school cool, or tough-guy image, Royal Enfield gets what young Bangladeshis dream about.