Could the Royal Enfield Scrambler 650 be the bike that breaks the international market for RE?

Having made big strides into the international market, Royal Enfield’s 650cc twins are a feather in its cap. The Scrambler 650 could become the game changer for the brand's global aspirations. Scramblers have achieved global popularity due to their versatility and a retro modern aesthetic which fits perfectly with RE’s brand image. A larger engine capacity might make it a more appealing bike in developed markets still biased towards bigger displacement bikes. But RE will not be the only player in scrambler segment as established players like Triumph, Ducati and BMW will be its competitors. If priced right, has good build quality, performs well and is able to marry the authentic scrambler capabilities with RE's signature retro charm, the Scrambler 650 will have a good chance of succeeding internationally. Moreover, the growth of RE's global dealer and service network will be a critical element in any international success of the Scrambler 650.