Royal Enfield Understands Motorcycle Branding

07/31/2012 @ 4:55 pm, by Jensen Beeler12 COMMENTS

Royal Enfield Understands Motorcycle Branding Royal Enfield Tripping ads 08 635x448

The concept that motorcyclists define themselves by the motorcycles that they ride seems like a fairly obvious notion to us, but you wouldn’t know it by most of the advertisements you currently see in the motorcycle industry. Some brands get the whole lifestyle approach to motorcycle marketing, with Harley-Davidson & Ducati being the two prime examples in the industry of how a motorcycle brand can mean more than just traveling from Point A to Point B.

An integral component to demand generation, the business side of this kind of branding is where marketing becomes less objective and more subjective. To be frank, the reason we have a scarcity of good ad campaigns in the motorcycle industry is because few motorcycle companies are a) willing to recognize the importance of lifestyle branding (for some, it’s a four-letter word), b) willing to acknowledge the craftsmanship that is involved with that kind of marketing campaign (or worse, recognize it if they saw it), and c) are willing to pay for marketing managers with that skill set (they aren’t cheap).

Unsurprisingly, the brands that do see the value in running these kind of campaigns are seeing it payoff in dividends. Have you heard of Russian sidecar maker Ural? How about MV Agusta? Yeah, we thought so. But yet, here are two companies that continually struggle to reach five-digit unit volume figures, yet have a cult following of owners and non-owners alike. I’ve waxed on about how larger OEMs like Honda need to create a more personal link with their product to consumers, so I won’t get into it again.

Instead, after jump find a small selection of Royal Enfield ads from the company’s Tripping campaign. Someone should have checked the international usage of the slogan “tripping ever since” — but that oversight aside, it is a pretty flawlessly executed demand generation campaign. Enjoy, and thanks for the tip 梁聰!

Royal Enfield Understands Motorcycle Branding Royal Enfield Tripping ads 01 635x448

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Royal Enfield Understands Motorcycle Branding Royal Enfield Tripping ads 09 635x448

Source: Imgur

Comment:

  1. Tyler says:

    FYI – TYPO – “because few motorcycle companies are a) unwilling (WILLING) to recognize the importance of”

    Sorry to be “that” guy… Thanks for sharing this!

  2. Campisi says:

    I’m deeply tempted by Royal Enfields; but, their biggest problem is that the Ural Solo sT does everything the Royal Enfields are good at better, while also being good at things the Royal Enfields are terrible at.

  3. Pushkar says:

    The RE ads have always been tempting!

  4. I wish they made motorcycles as good as they talk!

  5. Check out Gaurav Jani
    http://www.60kph.com/
    http://www.dirttrackproductions.com/
    He’s an inspiration for his videos of riding Enfields in the remotest parts of India and the Himalayas.

  6. Deepak Dongre

    Agreed. Their quality is average low.

  7. oml says:

    Am I the only one who thinks that advertising money could be well used in developmend / lower prices?

    Buying a motorcycle, i go by data, and then maybe looks (dont want do be ashamed while sitting on the bike)
    So build a good bike, price it reasonable and dont be assholes => the customer will come runing to you.
    Well, at least that I imagine it, but the world seems to work another way :|

    I mean .. on a general economy level, money spent on advertising is money down the drain (except that the people paid for now can buy stuff themselves … but they could by doing real work, too), so i really dont like it.

    oml

  8. Seriously great ad campaign. Big 4, Pay attention!

  9. Westward says:

    oml

    Most of what you say is difficult to disagree with, however, it is possible that you could have he best motorcycle on the planet, but if no one knows you still exist, then I guess you don’t sell any of them…

    Marketing cost is only a waste if the campaign it is spent on is terrible. But if it works, then that is a winning story…

    The method which you describe simply takes much longer to develop a marketing presence…

  10. Very well done ads. Interesting and Authentic.

  11. Eric says:

    Well said, Jensen. For those who may not know, Honda’s “you meet the nicest people” campaign in the 60’s was their introduction to the US market, and we see how well that worked out. Honda used to do this better than anyone, and made bikes that worked for real, everyday purposes. They seem to have lost their way.

  12. arkangel says:

    Really loved this print campaign
    – it touched my soul that there are such diverse people in love with a similar lifestyle.

    I also wish to point out that all ‘advertising’ is to the benefit of the consumer (especially if it is effective)
    as it creates a demand and the demand creates mass and the mass production reduces the cost per item !!

    If one looks at so many consumer items, (EG: a pen or a lighter) these are actually great value for money, but only because they are mass made. The same applies to a motorcycle – brands like Honda who make 13 million bikes a year can make high quality low, priced bikes . So brands like Ducati, make so few bikes comparatively – ergo they are more expensive and for more selective buyers.

    Royal Enfield is not an expensive brand and it has a charm – which is beautifully portrayed in the campaign

    Thanks for sharing it.