The man who revitalized Royal Enfield
I was young and naive, and fortunately, I didn’t question my abilities.
SIDDHARTHA LAL WAS 26 YEARS OLD when his father, Eicher Motors CEO Vikram Lal, purchased Royal Enfield. Over the last 18 years, the younger Lal has revamped the iconic brand, and Enfield now sells more large-displacement motorcycles than any other manufacturer in the world. Finding success in India has led to expansion. Royal Enfield now has R&D facilities in the U.K., and with a larger displacement engine released in 2018, Lal is widening the company’s gaze to international markets.
Siddhartha Lal is a businessman—he has degrees in economics and automotive engineering—and he speaks the language of bankers and product planners, but it’s not uncommon for Lal to take meetings in scuffed boots and wellworn riding jeans. Even with his C-suite pedigree, it’s very apparent that he has a love for motorcycles, motorcycling, and motorcyclists as well.
Tell us about reviving Royal Enfield?
1 When I took over as CEO in 2001, some of the most valuable things that I had at RE were a strong employee culture at the company, a small but loyal customer base, money from the parent company, and most importantly, time. Building on that, we took 10 years to put