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Iconic Bullet Slows Down as Royal Enfield Builds New Bikes The demand for modern specifications has prompted a shift to new models. Ashokamithran.T

Royal Enfield’s iconic Bullet sales have dropped as urban and young bike riders prefer sleeker bikes.

The Bullet is equipped with an electric start, single-channel anti-lock braking system (ABS), and disc brakes, an upgrade on the earlier versions. The government had mandated the addition to all two-wheelers in 2019.

The Bullet model, which was prominent in the eighties and nineties was popular on Indian roads until a few years ago. The iconic ‘thump sound’ was removed as the government mandated Bharat Stage VI compliance in 2019. The standard Bullets were kick-start models that reduced driving experience in India.

This, however, has failed to attract the younger crowds. “Two years ago, we sold seven to eight Bullets in a month,” said K Sathish, Manager at Sri Venkateshwara Bike Zone, the largest Royal Enfield dealership in Chennai. “Now, it has come down to about five,” he said.

The consumers have started shifting to new models. The latest additions including Meteor 350, which replaced the now discontinued Thunderbird 350, Hunter 350 X, and, Continental GT-650 provides smooth rides and are more environment friendly, said Cliff J, Manager at Royal Enfield Brand Store in Chennai. The Hunter X 350 model, which was launched in August this year, has clocked 50,000 units across India in three months. "Beyond 70 Kmph, the bike would vibrate," said Srivatsan(53), a member of Chennai Royal Motorcycle Club. "Meteor 350 provides a smoother ride," he added.

The popularity of these models is one of the many reasons behind the reduced demand for Bullets, said an analyst who tracks the automobile sector.

Queries from The Bottomline to Royal Enfield were left unanswered until press time.

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