Royal Enfield was founded in Britain in 1893 and began producing motorcycles in 1901. It has had a presence in India since the 1950s. Over the decades, Royal Enfield expanded its model range and grew its production and sales in India. Royal Enfield's advertising evolved from focusing on basic transportation in the 1920s to highlighting features, reliability testing, customization, and creating an emotional connection with riders. In the 2020s, Royal Enfield aims to attract more middle-class customers in India and establish itself as a superior brand through heritage, craftsmanship and customization.

2. EVOLUTION of Ads through Years:
1924 to 2020

3. History of Royal Enfield in brief
1891
 In November 1891, entrepreneurs Bob Walker Smith and Albert Eadie buy George
Townsend & Co. of Hunt End, Redditch. Townsend’s is a well-respected needle
manufacturer of almost 50 years standing which has recently begun manufacturing
bicycles.
1893
 The duo win a contract to supply precision parts to the Royal Small Arms Factory of
Enfield, Middlesex. To celebrate this prestigious order, they rename their undertaking the
Enfield Manufacturing Company Ltd. and call their first Bob Walker Smith designed
bicycle, the Enfield. The following year, their bicycles are renamed Royal Enfields and
the trademark ‘Made Like A Gun’ is introduced.
1898
 Bob Walker Smith designs the company’s first motorised vehicle. Known as a
quadricycle, it is built around two sturdy bicycle frames and uses a proprietary 1 1/2 hp
De Dion engine. The company finalises its trading name as The Enfield Cycle Co. Ltd.,
a name it is to use for the following 70 years.

4. 1900
 Royal Enfield delves into motorsport when one of its quadricycles
enters the inaugural 1000 Mile Trial. Following a torturous cross-
country route from London to Edinburgh and back, the event does
much to convince the British public of the viability of motorised
transport.
1901
 The first Royal Enfield motorcycle is produced. Designed by Bob
Walker Smith and Frenchman Jules Gobiet, it is launched at the
Stanley Cycle Show in London. The 1 1/2 hp engine is mounted in
front of the steering head and the rear wheel driven by a long rawhide
belt.
1909
 Royal Enfield’s first V-twin, using a 297cc Swiss-made
Motosacoche engine, is launched at the Stanley Cycle Show. The
model achieves numerous competition successes the following year,
including in the John O’ Groats to Lands End Trial.

5. 1914
 Royal Enfield's first 2-stroke motorcycle goes into full production.
As Britain becomes embroiled in World War I, production of the
company’s biggest motorcycle, the 770cc 6 hp V-twin, takes
precedence. During the conflict, the company supplies motorcycles to
the British, Belgian, French, United States and Imperial Russian
armies.
1924
 Continuous development results in a range of 8 models, including the
launch of the Sports Model 351, the first Royal Enfield 350cc OHV 4-
stroke motorcycle with foot operated gear change. A unique 225cc 2-
stroke step-through 'Ladies Model' is also introduced.
1930
 The decade begins with a diverse eleven model range, from the 225cc
2-stroke Model A to the 976cc V-twin Model K. New 350 and 500cc
side-valve and overhead valve machines with dry-sump
lubrication are also produced.

6. 1932
 The legendary "Bullet" motorcycle is born. It is first displayed
in November 1932 at the Olympia Motorcycle Show in London.
Three versions are produced: 250, 350 and 500cc, all with inclined
'sloper' engines, twin-ported cylinder heads, foot operated gear
change and high compression pistons.
1933
 The groundbreaking Model Z 'Cycar' goes on sale. Aimed at
commuters, this 148cc 2-stroke features a fully enclosed engine
and legshields to protect its rider from the worst of the elements.
1936
 The 500cc Bullet is radically changed with the release of the
Model JF. It features an upright engine with a 4-valve cylinder
head. A sports version, with a bronze cylinder head, is available to
special order.

7. 1939-1945
 Royal Enfield produces large quantities of military motorcycles, bicycles,
generators and ant-aircraft gun predictors during the Second World War. The
most iconic model is the 125cc 'Airborne' motorcycle known as the
Flying Flea. These 126cc 2-strokes can be loaded into specially fabricated
parachute cradles and dropped with paratroops behind enemy lines.
1948
 The post-war 350cc Bullet prototype, with radical oil-damped swinging arm
rear suspension, is previewed in the Colmore Cup Trial of February 1948.
Two Bullets form part of the victorious British Trophy team in the 1948
ISDT (International Six Days Trial), held in Italy. Both their riders win gold
medals.
1949
 The new 350cc Bullet and 500 Twin models are launched in the UK. Both
bikes share the same frame, swinging arm suspension, telescopic front forks
and gearbox. K. R. Sundaram Iyer launches Madras Motors to import
British motorcycles into India, including Royal Enfields.

8. 1952
 Madras Motors receives an order from the Indian Army for 500
350cc Bullets. The motorcycles arrive from Redditch in early
1953 and prove to be a great success, being both hardy and
easy to maintain.
1955
 The Redditch company partners Madras Motors in India to
form 'Enfield India'. Work commences on the construction of a
purpose-built factory at Tiruvottiyur, near Madras.
1957
 Johnny Brittain wins the Scottish Six Days Trial on a Bullet for
the second time and also finishes top of the British trials
championship. The 250cc Crusader model is launched in
Britain. Producing 13 bhp, the motorcycle features a unit
construction engine and alternator electrics with coil ignition.

9. 1964
 The iconic Continental GT café racer is launched to great
acclaim when a team of journalists ride one from John O’
Groats to Lands End in under 24 hours, including 8 laps of the
Silverstone circuit. The GT features a fibreglass racing petrol
tank, clip-on handlebars, rear sets, a humped race seat, rev
counter and a swept-back exhaust.
1989
 A new 24 bhp 500cc Bullet is released. The bike is primarily aimed at
export markets where it is available in Classic, Deluxe and Superstar
trim.
1993
 Enfield India produces the world's first and only mass-manufactured
diesel motorcycle. Known as the Enfield Diesel, it uses a highly fuel
efficient 325cc power unit installed in the standard Bullet rolling
chassis.

10. 1994
 Commercial vehicle and tractor manufacturer, The Eicher
Group, acquires Enfield India Limited. Eicher has roots in India
dating back to 1948. It renames the company Royal Enfield
Motors Limited.
2002
 The Thunderbird, a stylish lean burn cruiser, is launched. It
features the first 5-speed gearbox used on a Royal Enfield since
the 1960s. More than a 1000 Royal Enfield motorcycles of all
ages descend on Redditch for the Royal Enfield Owner’s Club
‘Redditch Revisited’ event.
2004
 The Electra X, an export Bullet with a 500cc version of the all-
alloy lean burn engine, goes on sale. The retro-styled ‘Bullet
Machismo’ is rated the ‘No.1 Cruiser’ in a TNS Autocar survey.

11. 2005
 Royal Enfield celebrates its 50th anniversary in India with the
release of commemorative Thunderbird and Bullet Electra
models and ‘The Legend Rides On’ coffee table book.
2008
 The Thunderbird Twinspark is launched in India with the new
Unit Construction Engine (UCE). Royal Enfield begins exporting
the Classic, India’s first 500cc EFI, Euro III-compliant
motorcycle, to European markets.
2009
 The 500cc UCE engine is launched in India. The retro-styled
Classic version immediately achieves cult status and sales grow
rapidly.

12. 2012
 Royal Enfield launches its first highway cruiser, the all-
black Thunderbird 500. Work on the new Oragadam factory
continues briskly while the Tiruvottiyur plant sets a new
production record to meet 113,000 motorcycle sales.
2014
 Royal Enfield introduces a new retail experience in India with
the opening of the first-of-its-kind exclusive gear store at Khan
Market, New Delhi.
2016
 Royal Enfield debuts the Himalayan, its first adventure
motorcycle. With an all-new 411cc SOHC engine and long
reach suspension, it’s designed to give adventurous riders the
right tool for all roads and no roads.

13. 2017
 The new 650cc Royal Enfield Interceptor and Continental GT
twins are unveiled at the EICMA Motorcycle Show in Milan, Italy, and
at Rider Mania in Goa, India. The company opens its first café, called
the Royal Enfield Garage Café, in Baga, Goa.
2018
 The Royal Enfield Classic 500 Pegasus, a homage to the WWII Royal
Enfield Flying Flea, is launched at the Imperial War Museum,
Duxford, UK. Limited to just 1000 individually numbered
motorcycles worldwide, the Indian market allocation of 250
machines sells in under 3 minutes.
2020
 Production of the 500cc UCE engine comes to an end. Its swansong is
the limited edition Classic 500 Tribute Black. A new Royal Enfield
CKD assembly line is set up in Buenos Aires, Argentina. The President
of Argentina, Alberto Fernández, attends the opening ceremony.

14. 2020
 Make-It-Yours (MIY), a unique motorcycle
personalisation initiative, goes live. Customers can
configure their motorcycle when making a booking
on the Royal Enfield App, website or in-store. The
Meteor 350 cruiser is launched in India to great
acclaim. It has an all-new chassis and engine and
features the new Royal Enfield Tripper turn-by-turn
navigation device.
2021
 Royal Enfield celebrates 120 years of Pure
Motorcycling.

15. Ad’s Year:
1924
Ad focus Area:
Basic purpose of
Transportation

16. Ad’s Year:
1932
Ad focus Area:
Engine capacity

17. Ad’s Year:
1933
Ad focus Area:
Different Engine
capacities

18. Ad’s Year:
1933
Ad focus Area:
Bike features

19. Ad’s Year:
1936
Ad focus Area:
Bike features

20. Ad’s Year:
1939
Ad focus Area:
Economy and Speed

21. Ad’s Year:
1944
Ad focus Area:
Weight, mileage and Speed

22. Ad’s Year:
1945
Ad focus Area:
Quality of Spare parts

23. Ad’s Year:
1948
Ad focus Area:
Quality of Spare parts

24. Ad’s Year:
1949
Ad focus Area:
Expert Opinion

25. Ad’s Year:
1950
Ad focus Area:
Quality of Spare parts

26. Ad’s Year:
1951
Ad focus Area:
Long distance travel

27. Ad’s Year:
1954
Ad focus Area:
Creating Standard

28. Ad’s Year:
1957
Ad focus Area:
Creating Trust

29. Ad’s Year:
1962
Ad focus Area:
Engine capacity and speed

30. Ad focus Area:
Engine capacity and speed

31. Ad’s Year:
1963
Ad focus Area:
Creating image of Sports
vehicle

32. Ad’s Year:
1964
Ad focus Area:
Reliability test

33. Ad’s Year:
1985
Ad focus Area:
Indianizing the bike

34. Ad’s Year:
1989
Ad focus Area:
Creating Emotional
features to bike

35. Ad’s Year:
1993
Ad focus Area:
Diesel bike with high
mileage

36. Ad’s Year:
2002
Ad focus Area:
Reliable long drive bike

37. Ad’s Year:
2004
Ad focus Area:
Highlighting the name “BULLET”

38. Ad’s Year:
2016
Ad focus Area:
Creating Enthusiasm

39. Ad’s Year:
2019
Ad focus Area:
Increasing Loyal
Customers by brand
apparels

40. Ad focus Area:
Customization of the bike

41. Ad’s Year:
2020
Ad focus Area:
Attracting middle class
customers in India

42. Ad’s Year:
2021
Ad focus Area:
Creating superior
Brand Image

44. Ad’s Year:
2019

45. Future Models
2023
Classic Bobber 650 cc

46. Ad’s Year:
2024
My Creation

49. THANK YOU
BY-P.HARSHA VARDHAN REDDY
PHONE NO:7995276244
EMAIL: phvrdy@gmail.com