Royal Enfield Essay
The Enfield Cycle Company made motorcycles, bicycles, lawnmowers and stationary engines under the name Royal Enfield out of its works based at Redditch, Worcestershire. The legacy of weapons manufacture is reflected in the logo comprising the cannon, and the motto “Made like a gun”. Use of the brand name Royal Enfield was licensed by the Crown in 1890.
Royal Enfield motorcycles were being sold in India ever since 1949. In 1955, the Indian government started looking for a suitable motorcycle for its police forces and the army for patrolling duties on the country’s border. The Bullet 350 was chosen as the most suitable bike for the job.
In 1957 tooling equipment was also sold to Enfield India so that they could manufacture components and start full-fledged production. The Enfield Bullet dominated the Indian highways and with each passing year its popularity kept rising.
Enfield Manufacturing Co. Ltd. Got dissolved in 1971. But they were still produced in India with the name Bullet, and were later on exported to countries like U.K and USA. In 1990, Enfield India entered into a strategic alliance with the Eicher Group, and later merged with it in 1994. It was during this merger that the name Enfield India changed to Royal Enfield. In 1996, when the Government decided to impose stringent norms for emission Royal Enfield was the first motorcycle manufacturer to comply, a tradition which has stuck on thus making emission norms being one of the most important factor the company focuses on.
University/College: University of Arkansas System
Type of paper: Thesis/Dissertation Chapter
Date: 21 December 2016
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