Promoting Riding
As the only genuine touring motorcycle manufactured in India, Royal Enfield has more recently stayed away from regular mass media advertising and has concentrated more on building its brand around the values that the brand stands for - riding and eating up the miles. It has very much positioned itself as a cult brand and focuses on making Enfield owners interact with each other by means of various rides and events to further strengthen the cult status. Royal Enfield strongly promotes leisure motorcycling as a lifestyle and encourages Royal Enfield riders/owners to keep riding. In this regard, the company organises annual events and rides such as the Himalayan Odyssey, the tour of the Rann of Kutch, the tour of NH 17 (Mumbai to Goa), the Tour of Rajasthan, the tour of the North East and the Southern Odyssey. It also organizes the Annual festival of biking, Rider Mania in Goa which attracts Royal Enfield riders from all over. In addition to organizing events, enfield owners can interact with other enfield owners on the company website for planning trips. The website allows users to enter their trip details on a calendar which everyone can view. One can leave their contact details and other users can contact them and join them for the trips.
Read more about this topic: Royal Enfield (India)
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