ROYAL ENFIELD
a history beyond motorbikes and cannons
A brief renumeration of past events
Established in 1893, Royal Enfield is among the oldest motorcycle companies. Royal Enfield was the brand name under which the Enfield Motor Cycle Company (founded in 1909) manufactured motorcycles, bicycles, lawnmowers, rifles and stationary engines.
Since 1957, Enfield of India acquired the machines necessary to build components in India, and by 1962 all the components were made in India. In 1967, Royal Enfield closed shop in the UK, and was acquired entirely by Eicher, an Indian automobile company.
Similar to other motorcycle manufacturers such as (BSA) and (Triumph) the Enfield Cycle Company started its business as a weapons manufacturer, mostly famous for the Enfield rifle. Royal Enfield is considered the oldest motorcycle brand in continuous production around the world, spanning across 3 centuries. The company is marching on with its tagline: “Made like a gun, goes like a bullet”
The idea that Royal Enfield is a niche product has become synonymous with fanatic buyers, instead of fulfilling the idea that it is a vehicle of liberty and strength for anyone associated with it, not just for the burly military veterans or the androgynous, young, adventure-seeking country motor-bikers.
a new mission for the future
to facilitate courage, endurance, and freedom to empower all individuals to be comfortable and more confident about their world and themselves.
a new identity
Royal Enfield is a symbol of true and unfettered independence, of fearless individuality and the connection between humans and the nature. It is about the freedom of spirit, the joy of movement and the pride of trusting yourself.
This new logo was derived from the word “independence,” wherein the motive was to create a shape that was reminiscent of autonomous and unconstrained movement, almost symbolic of a journey with an introspective destination rather than a fixed, physical one.
Royal Enfield had always been about the freedom of spirit, the joy of movement and the comfort of self confidence, a personality that had somehow gotten weighed down and buried under layers of engine oil and heavy metal tanks.
the rebranding process
