‘Made like a gun. .

Goes like a Bullet’

What are we going to see?

History

Organizational structure

Problems faced in the last decade

Products currently offered

Current performance

Future plans and comments

History

Beginning

The Enfield Cycle company

Redditch, Worcestershire

Brand name license – 1890

Birth of the bullet -1931

The Indian Connection

1949- Introduction into Indian market

1955- Indian army’s calling

Partnership with Madras motors

1971- Closeout in the UK

Eicher chapter1991- Strategic alliance with Eicher motors 1994- Merger into Eicher Group and conversion into Royal Enfield from Enfield India1996- Immediate compliance to stringent emission norms

Post millennium

2002- Launch of India’s first cruiser

2003- First Rider Mania in Goa

2005- Fifty glorious years in India

2010- Successful migration of entire

product line to UCE

Organizational structure

Board of directors

Problems faced in the last decade

Keeping up with the times; Need for change

Board at the threshold of either shutting down or selling off RE

Sales down to 2000 units instead of 6000 units per month

Issues due to maintenance, weight and kick start

Support of Siddhartha Lal

Appointment of R.L Srinivasan as the CEO in 2005, who had earlier worked in both TVS Motors and Bajaj

Design of a new engine and alteration in the gear position

Shop floor process tuning to improve quality

Gradual reduction in problems and warranty claims

And now? – 100% capacity and waiting period of up to a year

Products offered currently Bullet 500

Products offered currently Classic 350 & 500

Products offered currently Thunderbird 350 &

500

Products offered currently Bullet Electra

Current performance

• Major milestone of producing and selling 1,00,000 bikes in the year 2012

• Strong Year-on-Year growth of 52% in volume

• Total revenue of about 1050 crore rupees with a healthy growth rate of 56.3%

• Overwhelming response for the launch of the 2 new models of Thunderbird

• Entry into the accessories business with a range of well-crafted, meticulously detailed and purpose-built riding apparel

• Expansion of sales, distribution and after market network in India. Currently selling through 249 outlets and exporting to 48 countries

• Commercialization of the second manufacturing facility at Oragadum, Chennai

• ‘Bike of the year’ awards for the different variants of Thunderbird

Future plans

Launch of a new variant:

Working on the 2nd phase of expansion at Oragadam

Addition of a robotic painting system and powdering system

Looking to upgrade to the segment of 750cc engines

Plans to bring back the diesel variant

Key risks

Inability to ramp-up production to meet market demand

Entry of new players in the premium segment, read Harley

Need for a comprehensive risk management strategy

Things point at a bright future indeed!

Thank you