Need Of The Hour
Royal Enfield have deployed a fleet of mobile service-ready motorcycles that help maintain your prized possession at your doorsteps. We speak to Lalit Malik, Chief Commercial Officer, Royal Enfield about this innovative initiative
With the pandemic, there’s been a paradigm shift in the way people buy and maintain two-wheelers in India. What measures have you taken to cope with this new trend?
Royal Enfield is focusing on bringing more value and engagement to its customers through various sales and service-led initiatives in order to provide a seamless and hassle-free motorcycling experience.
We have created an engaging and convenient online approach that brings the world of Royal Enfield to the customers’ fingertips and allows them to remain connected with the brand. The array of online and digital customer-centred initiatives have been launched and it is an initial step towards the larger digital journey that Royal Enfield intends to undertake. This is only just the beginning and the aim is to introduce a plethora of new digital features that will facilitate seamless interaction, higher functionality, and, most importantly, an outstanding customer experience
Customers can now bring home their favourite Royal Enfield motorcycle in three simple steps without so much as walking into a store. An “Online Discovery” of your favourite motorcycle on the Royal Enfield website can be followed by a “Home Test Ride” and an “Online Booking” facility available on the website itself. Customers can go through the gallery of motorcycle variants and colour options, choose genuine accessories to enhance appeal and functionality of the motorcycle, and take a look at the kitted-up motorcycle before booking it online. The customer can then connect with the nearest local dealer and complete payment formalities through “e-payment options” available across Royal Enfield dealerships and the motorcycle can be delivered at the customer’s doorstep.
On the service front, Royal Enfield has deployed “Service on Wheels”, a fleet of mobile service-ready motorcycles. The “Service on Wheels” motorcycles are purpose-built and equipped to carry tools, equipment, and genuine spare parts to undertake almost 90 per cent of all typical service and repair requirements at the doorstep of a customer and will even be deployed as “Roadside Assistance” vehicles. “Service on Wheels” is accompanied by authorised Royal Enfield technicians who strictly adhere to all safety-related guidelines. “E-payment options” will be available to the customer for a truly contactless service experience. The Royal Enfield “Service on Wheels” motorcycles will be available across all dealerships by July.
Should the customer choose to bring the motorcycle to the service centre, the company has a set of strict safety guidelines in place to ensure sanitization and distancing. “Motorcycle pick-up and drop” facilities will be available across select cities. All Royal Enfield stores and service centres will follow all prescribed safety precautions, including sanitization of facility as well as display and test vehicles, mandatory use of face-masks, and thermal screening at the entrance for staff and visitors. All commercial transactions at the store and service centre will be done through online/digital payments only. The customer lounge at the store and workshop and the apparel trial rooms will remain closed.
Please tell us more about Royal Enfield’s “Service on Wheels” initiative. Will it carry out basic repairs or is it equipped to perform complete two-wheeler maintenance, including the mandatory service with oil and change of parts?
With the “Service on Wheels” initiative, Royal Enfield intends to bring the service centre to the doorstep of the customer. In this initiative, Royal Enfield has introduced a fleet of mobile serviceready motorcycles which are prepared to carry tools, equipment and spare parts, and provide typical service and repair requirements conveniently at the doorstep of a customer. “Service on Wheels” motorcycles can undertake up to 80 per cent of all typical service and repair requirements, including scheduled maintenance service, minor repairs, critical component testing, parts replacement, electrical diagnosis, and more. It also ensures quality maintenance and service with company authorised technicians and by using genuine Royal Enfield parts and lubes which have a 12-month warranty. Customers can be assured of the quality of service as “Service on Wheels” will be handled by trained and authorised service technicians.
This initiative will not only save immense time for Royal Enfield customers but also ensure that they get the best service in the comfort of their homes. This initiative will also help Royal Enfield to reach and help its customers who are stuck while travelling long distances in remote locations.
How many “Service on Wheels” executives have been deployed until now and in which cities is this service available?
All our initiatives are focused on enhancing the ownership and motorcycling experience of our customers. With the launch of these 800 units of “Service on Wheels” motorcycles, we are well placed to handle motorcycle service across 500+ cities and across 700 dealership touch-points. This initiative further strengthens and complements our vast service network across the country and we shall be adding more such solutions, going forward. Our dealer and service network across semiurban and rural towns is usually highly efficient on quality and faster turnaround of motorcycle servicing. Customers in the rural areas are better served by our dealer workshops, ensuring a faster turnaround in service. “Service on Wheels” motorcycles have been deployed across our dealerships in tier-II and tier-III locations as well. In terms of distance limit, to ensure faster and efficient service, our dealers may limit it to a 10-km radius or even extend it, depending on the nature of service.
Is there a major price difference between getting a Royal Enfield serviced at the doorstep as compared to visiting an authorized service centre?
Currently there are no convenience fees charged for availing of this service.
How has been the response so far?
The “Service on Wheels” initiative by Royal Enfield has met with tremendous success across cities. This initiative is all the more relevant now because, with the ongoing pandemic, it offers a safe, seamless, and hasslefree motorcycle service experience to customers at their doorstep.