Royal Enfield flags ICE dependence as risk to brand relevance in EV era
Royal Enfield warned that its reliance on internal combustion engine (ICE) technology could make the brand appear outdated as consumer preferences shift towards electric vehicles (EVs). Eicher Motors, Royal Enfield's parent company, highlighted the strategic risks of not responding timely with suitable EV products in its annual report. The company is now focusing on enhancing customer experience and has launched its first electric motorcycle, the Flying Flea C6, as part of a long-term strategy to engage younger audiences.