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Called ‘Keep Riding’, this effort steers clear of traditional forms of
selling and, instead, will rope in the company’s regional field staff,
brand stores and key dealers.

It is these people who have been entrusted with the responsibility of
reaching out to Royal Enfield customers and giving them the opportunity
to experience their motorcycles through long rides.

These trips would be at least 100 km one-way where the company’s staff
would also ride along. For instance, a Bangalore-based dealer would
draw up an itinerary to Mysore while his counterpart in Mumbai would be
more inclined to plan a trip to Lonavala. The rides would typically
comprise a group of 10-12 people.