When I go on to a traffic light, I want to have something different. A motorcycle is a display of a person's personality, so it has to have uniqueness and differentiation. So, how do we involve them in the design of a motorcycle? So we have revamped our entire business process from made to stock to made to order. So we want to move to a point completely where 100 per cent of our bikes will be mass customised. So you can then choose, whichever bike you want, with this kind of label, with that kind of colour, with this kind of accessory and that kind of apparel, all of this will be built-in. So that significantly changes the entire buying process. The buying process becomes significantly different.Royal Enfield bikes have always been known for their simple construction and, thus, are a preferred choice even for professional motorcycle customisers. With the brand’s mass customisation program, people would have a plethora of modification options and, consequently, more freedom in terms of how they would like their Royal Enfield to look like and reflect their personality.

Also Read: Royal Enfield developing "several" new 650 cc bikes
In other news, Royal Enfield is playing on the front foot. The company has been working tirelessly for the last few years to expand its product line-up. The motorcycle manufacturer has plans to launch a new Royal Enfield bike every quarter. For more Royal Enfield news and other two-wheeler updates, stay tuned to IndianAutosBlog.com. [Source: carandbike.com]