The Secret Behind Royal Enfield's Success

In the early 2000s, Royal Enfield was a niche company, an India-based oddity building crude bikes that were basically unchanged since the mid-20th century. Now, they're a fully up-to-date manufacturer, with ABS, traction control and other modern electronics, and they have a wide range of products from cruisers to retros to scramblers to adventure bikes. How did they make this all happen? Mark Wells, the company's UK-based head of design, is here to tell us how Royal Enfield transformed themselves into the mid-sized motorcycle market leader. Learn more about your ad choices. Visit megaphone.fm/adchoices