A brand experience, well crafted
Ever since I worked on an assignment with Royal Enfield in 2011, I’ve felt that the brand is much bigger than what they portray through their spaces and experiences. And ever since working on the brand for over 9 months, I’ve wanted one. I’ve wanted a Royal Enfield.
I used to love the Classic 500 and every time I rode it, I knew I wanted it. But it didn’t give me sleepless nights, the kind that you can only call an addiction. A day later practical thoughts would seep in and dissolve those of the Classic.
A year or so later, Royal Enfield came out with a complete extensive rebrand across all channels; something I’d been waiting for. Despite of all the criticism around it, I must say I loved it! So clean, so well though out and beautifully executed across all touchpoints. The new brand language then reflected in the line up of the beautiful merchandise and that just increased the overall appeal. The new logotype is much stronger, visible and yet retains the familiarity very well.
The final push for me was the Himalayan. I saw an article about the bike a few months before it launched when it was spotted undergoing tests up north and although I loved it I never gave it much thought. I was visiting the showroom once when I saw it for the first time, and immediately fell in love. I knew by then I had to have it. I went back home and I just couldn’t stop thinking about it. So what is it that Royal Enfield got so right about this motorcyle?
The Name
The Himalayas have been the epitome of all Royal Enfield riders; it’s a destination that is strongly desired by all those who own an Enfield. Even those who are not in India. It was only a matter of time that RE built a bike that did justice to the pilgrimage that their riders so longed for.The Motorcycle
The Himalayan is a completely new bike ground up. A new engine, a new chassis and a whole new category in the Indian market. If you see the kind of Royal Enfields that riders take to the mountain, you’ll notice that they make modifications such as taller suspension, extra baggage racks, extra fuel carrying capacity, off road tyres, etc.The Merchandise
The brand positioning of the Himalayan is basically as a adventure tourer that will take you wherever you can point your finger. Not only do you need the vehicle that can take you there, but also the clothing that can keep you together. RE also launched Himlayan specific merchandise that can help you be prepared to take the pilgrimage to the Himalayas. This also allowed those who were waiting for their bikes to be delivered, to indulge in the Himalayan brand adding to the overall excitement.A Purpose
Traditionally, customers would visit an auto dealership with the excitement to buy a vehicle either for recreational or commuting purposes. Rarely do customers visit a dealership with a purpose; that’s what Royal Enfield got right with this one (looking at it purely from a sales POV). The customer visiting the showroom to build a kit of his own that would serve his purpose is what every brand tries to do to build loyalty!
The Himalayan was never meant to be a best seller. Leave that to the Classic (a commuter that still answers to a purpose, mind you). It was built to serve a specific purpose, and those who’ve bought it for that, can definitely attest to this fact. In my opinion, I deem the bike as a success in what it was out to achieve; serving the purpose of those wish to make the pilgrimage to the Himalayas!
From a customer experience point of view, Royal Enfield has yet to leverage the various digital touchpoints that every biker has access to. How does the Himalayan take form in the digital ecosystem? Or how can the digital ecosystem add value to the points mentioned above? How a company that takes pride in maintaining it’s retro heritage manage to leverage its digital existence to assist in brand storytelling is truly exciting to see unfold!
This story was originally published on Medium.
