A look back at Royal Enfield's historic journey into electric motorcycles, or how a chance encounter at EICMA culminated in the development of the company’s first electric bikes.
05 Dec 2024 | 5328 Views | By Ketan Thakkar
Ten years ago, at the EICMA Milan Motorcycle Show, Mario Alvisi presented the iconic Ducati Scrambler, an important day for the brand and his career. The bike received a mixed response but generated a lot of conversation and interest, as Ducati was trying something different from its core offering. At ...
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Ten years ago, at the EICMA Milan Motorcycle Show, Mario Alvisi presented the iconic Ducati Scrambler, an important day for the brand and his career. The bike received a mixed response but generated a lot of conversation and interest, as Ducati was trying something different from its core offering. At the end of the day, when the stands were closing, he noticed an Indian executive closely examining the bike. Alvisi approached him, introduced himself, and explained the bike's details.
The man replied, "I've been closely following you and this project. I work for Royal Enfield." Curious, Alvisi asked, "What do you do there?" The answer was unexpected: "I'm the MD and CEO."
That man was Siddhartha Lal, and that chance meeting would mark the beginning of the journey towards Royal Enfield's first-ever electric motorcycles––the Flying Flea C6 and the Flying Flea S6, premiered in November 2024. Alvisi decided to move to India about a year ago, and within days, Siddhartha proposed the ambitious EV project.
Alvisi still remembers the moment he decided to relocate to India. While in Puerto Rico, he was on a call with Siddhartha, smiling and immersed in conversation. His wife noticed and teasingly asked, "What's going on? Do you have a mistress?" Laughing, Alvisi replied, "No, I'm talking to Siddhartha."
"Why don't you work with him?" his wife suggested. "If I work with him, we'd have to move to India," he told her. Her response was prompt, "I love India!"
Alvisi called Siddhartha and said, "I'm in." He met the team in Chennai and was fully on board within weeks as Royal Enfield's Chief Growth Officer for the EV business.
Alvisi, a Ducati and Alfa Romeo veteran, brings a unique perspective on brand evolution and consumer experience. When the opportunity arose to lead Royal Enfield's electric project, Alvisi was drawn not only by the challenge but also by the company's cultural ethos, he remembers.
Relocating from Los Angeles to Chennai with a three-month-old baby was a challenging decision. Yet, Alvisi saw the potential in Royal Enfield's commitment to global sustainability and innovation.
Today, his collaboration with Siddhartha Lal, Royal Enfield's Managing Director, and CEO B. Govindarajan (BGR) helps steer the company's ambitions.
Breaking Barriers with the Flying Flea Royal Enfield's electric concept, aptly named Flying Flea, pays homage to its iconic lightweight World War II motorcycle.
The original Flying Flea, officially known as Royal Enfield WD/RE, was a lightweight British motorcycle developed by Royal Enfield for the British War Department (WD). It was designed to be dropped by parachute or carried in gliders to quickly carry messages and signals between airborne and assault troops where radio communications were not in place.
The electric version seeks to embody the same spirit of agility and freedom, albeit reimagined for the urban, sustainable future.
In its new avatar, the Flying Flea is envisioned as a city-class, lightweight electric motorcycle catering to a new demographic: urban riders who value sustainability without compromising style or performance. Unlike heavy electric motorcycles or purely functional scooters, the Flying Flea aims to hit the sweet spot, appealing to connoisseurs and trendsetters alike.
"We want to create something unmistakable, sophisticated, and authentically Royal Enfield," says Alvisi.
Listening to the World: The Royal Enfield Way
Royal Enfield has approached its EV development with a deep understanding of changing consumer preferences. Extensive global market research involving conversations with motorcyclists worldwide revealed an emerging buyer class who values sustainability, style, and ease of use.
In preparation for the Flying Flea, the company interviewed over 5,000 customers worldwide, from Bengaluru to Barcelona and Los Angeles to London. The insights gathered highlighted a growing desire for motorcycles that align with modern values: sustainability, lightweight design, and ease of use.
This desire is reflected in the Flying Flea's modular design, which allows for customisation based on regional needs and preferences. Customers in Los Angeles might value range and canyon cruising, while riders in Barcelona might prioritise agility for urban commutes.
"This is a different brand inside the Royal Enfield universe—it had to be different," Alvisi shares. "We realised there's a new group of customers with specific individual and social preferences," says Alvisi. "They want something clean, quiet, and stylish—an extension of their personality."
RE's understanding of EV evolution
Royal Enfield's strategy with the Flying Flea focuses on carving out a niche. "The world is growing at a different pace in electrification," Alvisi observes.
"In India, EVs are seen as utility options. In Europe and the US, electric motorcycles are often too expensive or lack excitement. The Flying Flea will hit the sweet spot: stylish, lightweight, and designed for connoisseurs who want a product that's an extension of their personality."
For Alvisi, the electric buyer is defined less by age and more by attitude. "They are trendsetters who won't compromise on style, excitement, or sustainability. They want something that reflects their values and enhances their lifestyle... This is not just about a single bike; it's about creating an entirely new category," explains Alvisi.
From the Thump to the Sound of Silence
One of Royal Enfield's most significant challenges is evolving beyond its iconic engine sound, a hallmark of the brand for decades. Alvisi likens this evolution to the transformation of personal style.
"You're not dressing as you did 20 years ago, yet your style still reflects your personality," he says. "Royal Enfield is the same. It's much more than sound—it's a lifestyle, a set of values."
EV consumers, Alvisi notes, aren't defined by age but by their mindset. "They are trendsetters who care about sustainability but won't compromise on excitement or style. They want their bikes to be an extension of their personality."
The transition to electric vehicles (EVs) in India is exciting. While EVs are often utilitarian, Royal Enfield sees an opportunity to position its products as aspirational lifestyle choices.
Engineering Excellence: The Backbone of the Flea
BGR, Royal Enfield's CEO, emphasises the importance of engineering innovation in making the Flying Flea a reality. From lightweight materials like aluminium and magnesium to advanced battery technologies, the company is leveraging expertise from the aerospace industry and its strategic partnership with Stark Motorcycles.
"We're constantly testing and iterating," says BGR. "Lightweight design is crucial because range is proportional to weight. That's why we're exploring cutting-edge materials and battery solutions."
Learning from Stark
Stark, a Spanish EV startup, has become a valuable partner in helping Royal Enfield explore lightweight materials, modular battery systems, and advanced electronic solutions. "Stark's knowledge complements ours. The partnership yields incredible insights, from battery management to modular designs. We're taking inspiration from the aerospace industry in material usage and weight reduction," adds BGR.
This meticulous approach extends to the supply chain, where the company is building flexibility to adapt to future technological advancements. A dedicated EV manufacturing facility is being set up at Vallam Vadagal to ensure Royal Enfield is equipped to scale production as demand grows. With a long-term vision in mind, the company has also acquired an additional land bank for a dedicated EV plant.
Tiding over the challenges
The journey to electrification is fraught with challenges, from cost barriers in price-sensitive markets like India, to range anxiety and infrastructure limitations. However, Royal Enfield is taking a measured approach, ensuring the Flying Flea is tested thoroughly before its planned 2026 launch.
Another critical focus is range anxiety—a major concern for EV buyers. Royal Enfield is developing modular battery systems with different capacities to cater to varied use cases. Whether it's a commuter in Bengaluru navigating gridlocked streets or a rider in Barcelona heading to nearby hills, the EV lineup aims to meet diverse consumer needs.
Thoughtful Approach to Market Entry
Royal Enfield's strategy for entering the EV market is characterised by careful planning and iteration. Unlike early adopters who rushed to market with half-baked products, the company is taking a measured approach to ensure its EVs meet the high expectations of its loyal customer base.
"We've seen what happens when companies rush to market with unprepared products," says Alvisi. "We want to get it right—for our customers, dealers, and the brand."
"We don't want to rush into the market," adds BGR. "Our ecosystem, including our partners and dealers, must be ready to deliver a seamless customer experience. This is about building something that lasts."
The company has set a 2026 timeline for the commercial launch of its first EV model. This period will be used to fine-tune the product, test it extensively, and gather feedback from global audiences. The goal is not just to launch an EV but to create a product and an ecosystem that redefines the category.
Reinventing Customer Experience
A key element of Royal Enfield's EV strategy is its focus on digital transformation. The company aims to integrate digital platforms into the entire ownership experience, from product discovery to after-sales service.
"Modern consumers don't want to spend hours at dealerships signing papers," Alvisi notes. "With the EV platform, we can test new ways of making the customer journey seamless and enjoyable."
While dealerships will remain integral to the experience, Royal Enfield is exploring direct-to-consumer sales and other innovative retail models. The idea is to offer hassle-free ownership while retaining the personal touch.
In tandem with product innovation, Royal Enfield is rethinking how motorcycles are sold. "Modern customers won't tolerate long waits at dealerships and stacks of paperwork," Alvisi explains. "The EV launch gives us the excuse to test new ways of selling, integrating digital platforms for seamless, hassle-free ownership experiences."
This hybrid model won't eliminate dealerships but will ensure they adapt to changing consumer expectations. "The goal is a great product, customer experience, and happy dealers," Alvisi emphasises.
The Global Perspective
Royal Enfield's foray into EVs is also about cementing its position as a global player. Already the only Indian motorcycle brand that has gained good acceptance in markets like the US and Europe, Royal Enfield aims to use its EV portfolio to further its international presence.
Royal Enfield's aspirations are not confined to India. The company's success in global markets like the US and Europe has laid the groundwork for a broader electric strategy.
Alvisi, with his experience in these markets, highlights the importance of understanding regional dynamics.
"In Europe, you have regulatory pressures and environmentally conscious consumers. In the US, lifestyle and design play a huge role. We aim to cater to both," he explains.
The Flying Flea will be available with multiple battery configurations, allowing customers to choose based on their needs and budget. This flexibility ensures the product remains accessible while offering premium features for those willing to invest.
Looking into a Crystal Ball
The electrification journey in India has begun with scooters in earnestness; however, electric motorcycles are an extremely new concept, especially in India, with minimal options. It is not surprising that the market launch of Flying Flea will kick off from the overseas markets, followed by India.
Royal Enfield is not in a hurry and feels the market should expand with more options. Ask Alvisi to hazard a guess. He envisions a balanced future where internal combustion engine (ICE) motorcycles coexist with EVs.
"By 2030, we expect a 50:50 split between ICE and EV models," says Alvisi. "But this will vary across regions depending on regulations and consumer preferences."
The company is also preparing a diverse portfolio, with plans for multiple EV platforms catering to various segments. From urban commuters to more robust adventure bikes, the goal is to offer something for every type of rider.
Looking Ahead
Royal Enfield's EV journey is about more than just technology; it's about relevance.
Alvisi draws an analogy to BlackBerry, a brand that failed to evolve with changing times. "We need to evolve while staying true to our core values. This is about ensuring that Royal Enfield remains relevant for the next 100 years."
"Royal Enfield is more than a motorcycle. It's a lifestyle," Alvisi says. But even lifestyle icons must evolve.
"Think of BlackBerry—they clung to their keyboard, and now they're nowhere. We can't let that happen. We have to identify the real values of our brand and express them in new ways."
As the brand navigates this ambitious journey, Alvisi and his team draw inspiration from the past while dreaming of the future.
"The Flying Flea is not just a model; it's a range and a full brand in its own right. We hope people will eventually say, 'I bought a Flea,' and know exactly what that means."
As Royal Enfield embarks on its electrification journey, the stakes are high, but so is the potential. The Flying Flea is not just a response to market trends—it's a bold statement of intent.
With its storied past and the bold new EV vision, Royal Enfield has embarked on a transformative chapter. If successful, it has the potential to elevate Siddhartha Lal to a leader who not only revived the brand from the brink but also steered it toward a sustainable and innovative future.