MOST of the locally available motorcycle marques claim a heritage of sorts. The Japanese marques and the European marques all have storied pasts, but most of them started out as producers of items that are not motorcycles, nor tote long-standing licensing orders from royalty.
On the other hand, Royal Enfield has a heritage that rivals other marques. The company started as a motorcycle, bicycle, lawnmower, stationary engine, firearms and sword maker in 1893.
Its motorcycle division obtained a license from the British monarchy to produce motorized two-wheelers, thus providing transport for the British in two world wars, post-World War II Britain, and providing transport for US and UK consumers well into the 1960s. Their tagline “made like a gun, goes like a bullet” is a homage to its firearms division, and the products backed up its tagline with go-fast cruising reputations and parts durability.
By 1970, the company was dissolved due to financial woes stemming from low sales, because of increasing presence from less pricey Japanese competition. However, Royal Enfield of India had obtained a special license from the original British company in the 1950s (with pertinent tooling equipment imported from the UK) to manufacture the popular Bullet brand of Royal Enfield motorcycles, and with the 1970 closure of the original Redditch (UK) company, Royal Enfield of India became Royal Enfield Motors, which now exports the entire range of Royal Enfield motorcycles to Europe, America and Asia.
In the Philippines, Royal Enfield made its rousing debut recently at the Roadhouse Manila Bay, and showcased four 500cc touring two-wheelers (all with electronic fuel injection or EFI, a toolbox on the right flank and gas-filled shock absorbers) that evoke the Redditch forebears’ spirit. The first of the four is known as the Classic 500, and is the most coveted of the line. With an MSRP of P333,000, the Classic 500 comes in three colors (red, black and blue) along with the unique “Bullet Thump” exhaust note when you twist the throttle full bore (due to a four-stroke, twin spark combustion setup), riding position that’s not hard on the shoulders on long trips (due to the handlebars’ positioning), and panels that are painted by hand. The result is a look that seems like the paint job was half done, but double-digit coats of paint are actually applied for the Classic 500’s distinct sheen.
The distinct paintjob also applies to the P341,000 Classic Battle Green Bullet line, which hearkens back to the marque’s military roots. The battle green and desert storm colors are a contrast to the buffed drivetrain components, front fork, exhaust and rear suspension. The four-stroke pushrod single-cylinder motor may not be as strong as the Classic 500’s, but nevertheless holds its own when it comes to standstill acceleration and highway lane transition.
The P349,000 Classic Chrome is similar to the Classic 500, but with most of its body parts (including the side mirror housings, extended fenders and fuel tank) drenched in chrome. A kick starter adds to the retro look of the bike, and arguably the only modern part of the drivetrain (besides the EFI) is an engine design that incorporates both the external clutch and gearbox.
The P405,000 Bullet Electra Deluxe can be described as “handcrafted to perfection,” as most of its components—including aluminum castings, side panels and the chrome gas tank—are polished, painted or lined by hand. This Bullet retains the long seat of its 1950s precursor, and the seating configuration and a subframe highlight ride comfort during long hours of travel.
“Marketing-wise, we’re looking to fully establish and maintain the Royal Enfield marque in the country. This is a long-awaited moment for motorcycle riders, as its reasonable pricing and storied history make it stand out in the market. But we don’t want to just reach out to the hardcore enthusiast; we also want to touch base with newcomers to the riding community, particularly the 23- to 30-year-old riders,” said Royal Enfield Philippines president and chief executive officer Jimmy Barinaga.
