Eicher Motors Limited, custodian of the revered Royal Enfield (RE) motorcycle brand, faced a pivotal moment in 2019 when Siddhartha Lal, the long-standing Managing Director and Chief Executive Officer, stepped down, handing over leadership to Vinod Dasari. RE had enjoyed a decade-long dominance in India’s mid-segment motorcycle market (250–750cc). However, recent years ushered in formidable challenges, including stringent emission norms, evolving tax structures, disruptions in transportation and the rise of electric vehicles.RE navigated the competitive landscape amid the advent of global brands and was caught in a milieu of choices—ranging from product innovation to global expansion. The new leadership, led by Dasari, aimed to strike a delicate balance, addressing challenges in the domestic market and emerging and mature global markets. This case examines the strategic dilemmas and multi-pronged challenges faced by RE as it sought to reshape its trajectory and evolve under Dasari’s guidance during a transformative period in the motorcycle industry.

中文翻译：

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皇家恩菲尔德的计划 RE 2.0：两轮车市场的动荡

受人尊敬的皇家恩菲尔德 (RE) 摩托车品牌的管理人 Eicher Motors Limited 在 2019 年面临着一个关键时刻，长期担任董事总经理兼首席执行官的悉达多·拉尔 (Siddhartha Lal) 辞职，将领导权移交给维诺德·达萨里 (Vinod Dasari)。RE 在印度中端摩托车市场（250-750cc）享有长达十年的主导地位。然而，近年来迎来了严峻的挑战，包括严格的排放标准、不断变化的税收结构、交通中断和电动汽车的兴起。RE 在全球品牌出现的竞争格局中驾驭，并陷入了多种选择的境地——产品创新到全球扩张。由达萨里领导的新领导层旨在实现微妙的平衡，应对国内市场以及新兴和成熟的全球市场的挑战。本案例探讨了 RE 在摩托车行业转型时期寻求重塑其发展轨迹并在 Dasari 的指导下发展时所面临的战略困境和多管齐下的挑战。