The introduction of Royal Enfield Roadster 350 into the company's product line has led to speculation about cannibalizing the company's own market. As the Classic 350 has been a longtime bestseller, and the Hunter 350 getting popular recently, the question of how the Roadster will fit in to the mix is raised. They also argue it gives Royal Enfield more options in the 350cc segment to better cater to rider preferences and styles and thus contribute to a wider market share. Still others fear that too many similar models will confuse customers and depress sales across the board. The discussion of this debate in this paper is closely related to other issues of product differentiation, market segmentation, and the brand strategy in the motorcycle industry. It also begs the question of what Royal Enfield’s long term plans are for their 350cc platform and how they will keep each model relevant and distinct in a very crowded market.