Eicher Motors owned Royal Enfield to ride the digital wave to drive sales this year
With the Indian two-wheeler industry gradually finding its groove back, digital seems to be playing a greater role than ever in providing the much needed boost. Royal Enfield – a unit of Eicher Motors Ltd, claims that digital currently accounts for nearly 50% of the inquiries, when compared with 10-15% pre-Covid, and the conversion from digital inquiries have also doubled, Shubhranshu Singh, global head – marketing, Royal Enfield, told BrandWagon Online. “Accessibility has been a mantra for us for the last many years. We have initiated things like service on wheels for doorstep service. From a brand experience point of view, we have launched the Royal Enfield app, which has already got close to seven lakh members,” he added. The company claims that for its recently launched motorcycle, Meteor, over 90% of the bookings have come in through the ‘Make-It-Yours’ (MIY) platform — a tool which allows users to customise, configure and set up a new Royal Enfield bike online, and even complete the booking directly over the Internet.
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