Royal Enfield Meteor Launch Pushed Back Due To Supply Chain Issues

Royal Enfield is said to have pushed back the launch date of the Meteor beyond Diwali due to persisting supply chain issues.

Before COVID-19 struck, the bike manufacturer had plans to introduce one new product every quarter in FY21. However, like every manufacturer, Royal Enfield has had to change its plans due to the virus spread.

But even when other manufacturers seem to have got a hold of the situation, some even attaining over 90 percent capacity utilisation, the Bullet maker is still facing a few problems.

As a result, not only has the Thunderbird replacement’s launch been pushed back, even the successor to the Classic, codenamed J1A, is not going to hit the market before April next year.

This is likely to put a dent on recovery of sales this festive season as usually automakers witness good sales growth during the period.

Given that a quarter was lost this year due to the nationwide spread of the China-originated virus, Royal Enfield would have seen better numbers than it did last month had it been able to launch the Meteor.

However, there is a good news to report too. When the Meteor does get launched, the firm is also expected to launch the “Make Your Own” programme, which would enable a customer to customise a motorcycle of their choice to their liking.

An app is also set to be launched for the same and once the motorcycle is produced and formalities taken care of, plans are to deliver the custom-made bike at the customer’s doorstep.

Such an attempt would not only improve accessibility to the brand’s products, but also increase the exclusivity factor, which Royal Enfield would hope will result in more sales, especially when rivals are coming up with products specifically to take on the brand.