One of the first products which Siddhartha Lal launched when he began his tenure at Royal Enfield was the Electra. The 350 cc entry level Bullet back then had a price tag of less than 60,000 bucks. That was 2001! The company’s annual capacity stood shy of the 40,000 units mark. Fast forward to 2016 and the company sells more motorcycles in a month than this! The news is that they have suddenly removed all traces of Electra from the company website!
This surprising move comes after they recently increased the prices of its entire range earlier this month. The Bullet Electra’s sticker price stood at Rs 1,23,470 (ex-showroom, Delhi). The 346 cc single cylinder mill has a maximum power output of 19.8 bhp at 5,250 rpm and it churns out 28 Nm of peak torque at 4,000 rpm.
The same engine is also used in the Bullet 350, Classic and Thunderbird 350. The entry level Royal Enfield motorcycle though remains the Bullet 350 which at present costs Rs 1.09 lakhs (ex-showroom, Delhi).
So is the Electra really gone? The questions is why did they do this? Was volume a factor here? The Classic 350 and the Classic 500 has been received very well, especially by the youth. Was the Electra 350 axed to give Classic more room for production or is it a temporary halt.
Royal Enfield is rumoured to bring out a 500 cc variant of the Electra, which can be another reason for this change in the line-up. Or do they have something else in mind? We will try to put in a word with the officials during our next meet and let us see if they acknowledge.