Royal Enfield Motorcycles has got more bookings but couldn't deliver the 'Bullets' on time as the waiting time is a soaring six months often. Manufactured at Tiruvottiyur, the company is producing 4500 units per month, but the demand for the 'Bullets' is 6500 units.
According to R. L. Ravichandran, Chief Executive Officer, the company is looking out for feasible solutions to meet the growing demands as the major hurdle is in speeding up the paint shop, which could not simply cope up with the orders. Especially, the "Classic" model of Royal Enfield needs special painting treatment which takes more time, but with the limited number of resources, the company has requested 6 months waiting time from the Bullet buyers.
Royal Enfield has managed to surpass the painting work hurdles by capitalising Kinetic's Ahmednagar spare parts capacity plant, where the Royal Enfield Bullets are now painted for speeding up the vehicle deliveries. Key motorcycle components including front and rear metal fenders, toolbox, cover tubes, ornamental covers for Royal Enfield Classic Bullet are all painted in this plant.
Royal Enfield has been the flagship product, both for the company and the country in world-wide market. Royal Enfield fans are also riding them in US as the company has expanded its business by opening exclusive shops overseas. And Enfield is unique in many ways. It is not for the masses and only for the premium buyers who ride bikes for passion, long journeys, and having fun riding them in big groups. Hence, Royal Enfield has no direct rivals in India.
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