Royal Enfield introduces ‘Make Your Own’ - a unique motorcycle personalisation and customisation initiative

by Samiksha

● A first-of-its-kind personalization and accessorization service on purchase - Factory fitted accessorized motorcycle on booking

● To be available on the new Classic 350 variants, to begin with, across 6 cities and 141 dealerships

“The best alarm clock is sunshine on chrome” - an avid anonymous motorcyclist “

This is a quote that every motorcycling enthusiast will agree with. For people whose life’s passion is to own a classic pair-of-wheels and ride it at the break of dawn with the ‘thump’ reverberating through silent streets, nothing can be more blissful than the sun’s first rays on the motorcycle tank riding towards an endless horizon.

For them, perhaps the only bigger passion than owning the motorcycle, would be to give their machine a special identity by adding a personal touch that reflects his or her own personality. A special pair of alloys, different kind of seats and leathers, a tank decal or sticker, bespoke military-styled panniers with a commanding air-fly engine guard - anything that makes it their own!

Royal Enfield motorcycles have been known for their old-school, simple, pared-down and all-metal design that make them the ideal canvas for customization. For decades, riding enthusiasts have personalised and customised Royal Enfield motorcycles as a means of self-expression and to ‘make it their own’.

Taking inspiration from this pure self-expression and love for riding, Royal Enfield today announced the roll-out of a new initiative that allows customers to personalise and customise their motorcycles on purchase - the Royal Enfield Make Your Own. The new initiative is unique and first-of-its-kind, as the buyer is able to custom build his or her motorcycle with choice of accessories right at the booking stage, and get a factory-fitted personalized motorcycle with genuine and homologated parts and accessories.

Speaking about the new initiative, Vinod Dasari, CEO Royal Enfield said “Personalizing and accessorizing one’s motorcycle is almost like a holy ritual for an avid motorcyclist, and Royal Enfield motorcycles have lent themselves beautifully to customisation over the years. Our riding community and enthusiasts have always inspired us to boldly bring in new ideas and initiatives. Make Your Own is a unique project and a reflection of our creative riding community that has inspired us. With Make Your Own, buyers will be able to book and customise their motorcycle in just a few easy steps right at booking stage. This new initiative allows customers to engage closely with the brand and experience more avenues with accessories and personalization. We want our customers to have a more immersive experience at our stores, while being able to express their own unique personalities through their motorcycles”

Through Make Your Own, customers now stand to benefit from factory-fitted and trustworthy and genuine motorcycle accessories that come with a two-year warranty, right at booking stage. This saves the customer the hassle of purchasing the stock motorcycle and then purchasing the accessories separately. Customers can choose from a host of functional and aesthetically appealing genuine factory-fitted motorcycle accessories and opt to personalise with fuel tank or side panel stickers. In the first phase, the Make Your Own initiative is being rolled out in 141 stores across 6 cities - Delhi NCR, Bangalore, Chennai, Hyderabad, Mumbai and Pune.

Customers can accessorise their motorcycles choosing protective solutions such as engine guards, different luggage solutions such as panniers,rear luggage rack, touring seat options for added comfort, ARAI compliant alloy wheels, and several other bits and bobs. On the personalisation front, customers can choose from options of fuel tank and side panel stickers to give their motorcycle a unique look. Royal Enfield Genuine Motorcycle accessories come with the assurance of safety and quality, and are developed and designed alongside the motorcycle therefore ensuring perfect fit and thorough testing and validation, and carry a standard two year warranty.

In the initial stage, Make Your Own will only be applicable for customers who are booking the latest Classic 350 that has been launched in two new colours - Mercury Silver and Pure Black. The new Classic 350 variant is available with a single channel front ABS and has been launched at a price of Rs.145,975 (ex-showroom-Chennai). The program will be extended to the other Royal Enfield motorcycle models in a phased manner.

Speaking about the new Classic 350 variant, Mr. Lalit Malik, Chief Commercial Officer, Royal Enfield, said, “Accessibility has always been an important cornerstone for Royal Enfield and we have persistently worked on keeping our motorcycles accessible, from the perspective of availability, ride experience, and ownership. The Classic 350 has defined the mid-sized motorcycling segment for nearly a decade and has witnessed phenomenal success across the world. We are very happy today to extend this franchise further and introduce the iconic Royal Enfield Classic 350 in two new colours. We are confident that the new variants will bring in more riding enthusiasts into the Royal Enfield community. We believe the new Classic 350 is the perfect motorcycle to bring in aspirants from smaller towns and cities into the world of ‘Pure Motorcycling.”

The new Classic 350 resonates with new-age riders' sense of style, while they continue to embrace the pure motorcycling experience. Carrying the rich legacy forward, Royal Enfield continues to refresh its flagship Classic series which has witnessed phenomenal success for more than a decade.

About Royal Enfield:The oldest motorcycle brand in continuous production, Royal Enfield made its first motorcycle in 1901. A division of Eicher Motors Limited, Royal Enfield has created the mid-sized motorcycle segment in India with its unique and distinctive modern classic bikes. With its new manufacturing base in Chennai, India, Royal Enfield is able to grow its production rapidly against a surge in demand for its motorcycles. With more than 40% growth every year for the last 5 years, Royal Enfield is fast becoming a very important player in the global mid-size motorcycle market and is working towards re-inventing this space with motorcycles that are evocative and engaging and great fun to ride.

Royal Enfield’s motorcycle line-up includes the newly launched Interceptor 650 and the Continental GT 650, powered by a modern 648cc twin cylinder engine. Royal Enfield also manufactures the Classic, Bullet and Thunderbird models in 350 and 500cc displacement and the purpose-built Himalayan powered by the new LS410 engine. Royal Enfield operates through 18 company-operated stores and 900+ dealers in all major cities and towns in India, and exports to over 50 countries across the world including the USA, UK, several European and Latin American countries, as well as the Middle East and South-East Asia.

Royal Enfield also organizes and supports many motorcycling events and rides globally, more prominently the Rider Mania – an annual gathering of Royal Enfield riders from all over the world to the lovely beaches of Goa, and the Himalayan Odyssey, the most arduous motorcycle ride over some of the toughest roads and highest mountain passes in the Himalayas. Royal Enfield also conducts the popular ‘One Ride’ where people around the world ride out on their motorcycles on the first Sunday of April.