The new Thunderbird is expected to further strengthen the company’s presence in the burgeoning cruiser market in India

After unveiling the new Thunderbird at the 2012 Auto Expo at Delhi, Royal Enfield, an Eicher Group company, has made it commercially available in India. Termed as a practical highway cruiser by Siddhartha Lal, MD & CEO Eicher Motors, the new Thunderbird is available with two engine options: 350cc and 500cc. Available in three shades of black, the matt black shade reserved for the Tunderbird 500, the new motorcycle is expected to further strengthen the company’s position in the burgeoning cruiser market.

Positioned at the practical and affordable end of the highway cruiser market according to Mr Lal, the new Thunderbird with 27.2bhp, 500cc single-cylinder unit construction petrol engine is equipped with an electronic fuel injection. Drawing attention to the earlier Thunderbird launched in 2002, Mr Lal mentioned that over the years the Thunderbird brand has built its own cult following amongst Royal Enfield customers as a comfortable touring motorcycle.

“Today, with the launch of the Thunderbird 500 with its unique 360-degree design language and its higher powered engine that has our signature flat torque curve, Royal Enfield has again upped the ante in leisure motorcycling,” he added. He went on to say: “We have grown to nurture a global ambition. While growth for us comes from sticking to our brand proposition, credit goes to our eco system, suppliers and dealers.”

Without moving miles away from the appearance of the model it replaces, the new vehicle subtly redefines the image of the Thunderbird, inculcating features that hint at new technology that does not sacrifice the original DNA. The new Thunderbird, thus, continues to flaunt the 20-litre teardrop fuel tank as part of the structure. Dominating the front are the twin pod instruments. They have gone digital on this bike, and include a trip meter.

The head lamp with a chrome enclosure now contains a LED ring that presents the new Thunderbird with a distinct identity. The tail lamp is also of the LED variety, and is made distinct with five vertical strips. The teardrop tank with a de-centralised fuel filler cap enables the 500 to clock 500 km with a full tank. The 350 can clock up to 700 km! If the long ride range adds to the appeal of the new Thunderbird as a practical highway cruiser, assuring better ride quality and handling over a variety of roads including non-existent surfaces is a new stiffer rear swing arm.

The new Thunderbird 350 is equipped with a carburettor. Said Dr Venki Padmanabhan, CEO, Royal Enfield, “Royal Enfield has set its sights firmly on delivering traditionally progressive motorcycles around the world. We listened very closely to the needs of highway cruisers in India and designed a motorcycle that is extremely suitable for long distance riding with its range, ergonomics, looks, excellent braking, night riding visibility, luggage carriage capability, even clothing and accessories.”

To suit the new Thunderbird, Royal Enfield has also launched a range of riding gear; however more on that later. The new Thunderbird with unit construction engine is finished in black with machined fins gleams with the black-chrome-steel finish. The seat has been designed to suit the new foot pegs position and assures a comfortable ride over long distances. It also opens using a lock mechanism, accessible through the side panel. True to its concept as a more “touring friendly” motorcycle, the separately mounted pillion seat can be removed to accommodate luggage.

Up front, the high rise handlebars have been designed for optimal reach and ergonomics. In place of the mundane looking front forks of the Bullet, the new Thunderbird is equipped with 41 mm telescopic forks. The rear shock absorbers are the gas filled variety. If the pillion grab rails above the rear shock absorber are an all new pressure die cast component, which lends to the modern design of the motorcycle, bungee hooks provide the much needed bungee points to tie luggage.

Equipped with hazard warning lamps, the new Thunderbird gets disc brakes at the rear. Averred Mr Lal, “The Thunderbird gave us confidence.” Echoing Lal’s sentiment, Dr Padmanabhan expressed that with the new Thunderbird 500, Royal Enfield motorcycle owners will see affirmation of the fact that the company is listening to them. Implementing what they would like to see in the motorcycles.

Accounting for 1000 units of the 10,000 motorcycles the company makes at its Chennai plant, the Thunderbird, according to Shaji Koshy, the marketing head at Royal Enfield, clocked most sales in the state of Maharashtra. He is of the opinion that the trend will continue with the new Thunderbird and get better. The new Thunderbird 500 is priced at Rs 1,82,571 on-road in Mumbai. The 350 is priced at Rs 1,43, 346 on-road in Mumbai.

Moving to the range of riding gear Royal Enfield launched on the occasion, it includes riding jackets in leather and high density nylon with CE approved impact absorption protectors that pass the stringent European norms of EN1621. The riding gear also includes riding jeans with removable CE protectors at hip and knees, which makes riding a breeze; the CE certified modular eye wear with ‘anti fog’ treatment and 100% genuine UV protection; a range of open and full faced helmets, and motorcycle boots with dual lacing and zipper puller and heavy duty oil and water repellent soles. The riding gear was developed by Royal Enfield in collaboration with specialists like AGV, and Nannini from Italy.

Operating through 11 brand stores, 236 dealers in all major cities and towns, the Chennai-based maker of legendary motorcycles is working towards commissioning a new plant (at an investment of Rs 150 crore) that will increase the capacity from the current 10,000 numbers to 1.5 lakh. This is expected to bring down the long waiting periods many RE motorcycle buyers have to endure.

The new plant is also expected to enable the company produce and sell in good numbers the Cafe Racer it is currently working on, and will be launching sometime in 2013. The new plant at Oragadam on the outskirts of Chennai is also certain to play an important role in the global ambitions of the company, which even today has a good presence in the foreign markets.

According to Mr Koshy, the company exported to over 30 countries across the world including the USA, Japan, UK, several European countries and the Middle East. Added Mr Lal, “We are working towards re-calibrating our overseas distribution network as we engineer our global ambitions.”