Is the Royal Enfield Scrambler 450 aimed at traditional RE fans, or a new audience?
The Royal Enfield Scrambler 450 is a major departure for the company, which has traditionally made air cooled, retro styled motorcycles. As a result, RE’s brand identity and target market have been discussed. RE's move towards more performance oriented, technologically advanced motorcycles is represented in the Scrambler 450 which features a modern liquid cooled engine and a contemporary styling. RE lovers who are usually partial to classic RE simplicity and looks have been mixed reactions to this move. That said, the new direction could draw in younger riders or those who previously thought RE was passé. Often the debate is whether RE can straddle the line between appealing to new customers while holding on to its core audience, and whether the Scrambler 450 line is congruent with the heritage and image of the brand.
But it’s definitely aimed towards a younger crowd. The old school RE fans are probably not interested.
I'm sure it'll gain new fans, but it won't lose the old ones. Evolution of RE is required to remain relevant.
I am a long time RE owner and very excited about the Scrambler. It evidences that he can move the brand forward, keeping it culturally intact.
To traditional RE enthusiasts, it’s too modern. Now they’re trying to compete with KTM and Husqvarna.
It might be the bike that finally makes the RE brand look serious enough to non RE fans.
It's a smart move. Nostalgia can't sustain RE forever. New riders need bikes like this to attract.
I'm afraid the RE brand will get diluted. If they can't make them well, then they should stick to what they do best - simple, classic bikes.
So long as they continue to produce the Bullet and Classic alongside these new models, everyone will be happy.
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Discussions and Questions Is The Royal Enfield Scrambler 450 Aimed At Traditional Re Fans Or A New Audience
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