Royal Enfield 650cc : In an ever more expensive and technology-laden motorcycling environment, Royal Enfield has staked out a welcome space in the Australian market.
Hitting all the right marks In producing a winning and entirely likeable 650 range, the iconic manufacturer has filled a gap that felt to have all but become extinct – enjoyable, stylish motorcycles providing soul without prices needing a second mortgage on the home.
The newest versions take this winning formula even further with sportier looks, while still retaining the approachability that has made them a surprise hit across Australia.
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Royal Enfield 650cc How Royal Enfield Won Over The Aussies
NewsWhen you spoke Royal Enfield in Australian bike circles some five years ago, solid, old-school singles came to mind – machines adored by the select few, yet of little concern to the broader biking population. On this day, things couldn’t be more different – the company’s 650 twins are now a common sight, both on our city streets and country back roads.
“We’ve witnessed a dramatic change in the profile of our clients,” says James Harrington, who heads up a multi-franchise dealership in Melbourne’s eastern suburbs. “To begin with, our primary customers were older blokes who had nostalgic ties to Brit bikes.
Now we get the new generation, young, first-time motorcycle users coming to us alongside the proper motorcyclists who are using an Enfield as their second or third motorcycle. The 650s have absolutely changed the face of the brand here.”
This transformation was not a random occurrence. Royal Enfield’s product strategy for Australia has been strategically planned with the 650cc platform as a sweet spot that links the affordability and performance needed for Australian roads.
Royal Enfield 650cc Sporty New Looks (and Vibes), Without the Sporty Price Tag
The assault of the Australian market continues to evolve for Royal Enfield which now attack with an extra sporty attitude on its 650cc range.
Retaining the core values that made these hard tail machines so appealing to their original target audience, the new models have design features to attract riders who may have previously ignored the brand as being too traditional or old fashioned.
The Continental GT 650, the most sport-orientated machine in the lineup with its café racer stance, sees mild but effective upgrades that clean-up the design without losing the vintage touch. Fresh new colorways with modern graphic and finish are perfect to modernize the long time classic design.
More importantly, the Interceptor 650 – members of which are now positioned as the more relaxed, upright members of the Royal Enfield line-up – have been spared variant treatments which edge them towards sportier fare, without losing the inviting spirit.
Blacked-out bits, lower bars on some models and racier seats options all make it possible to hunch down and assume a more aggressive stance, without compromising the overall friendly nature of the bike.
“They’ve done it in a slick way,” motorcycle journalist Emma Sullivan says. “They’re not trying to bend these bikes into something they’re not, they’re adding more sporting potential that already exists in the platform.
The changes are mainly cosmetic and ergonomic, rather than performance-oriented, which allows us to keep costs down by providing the appearance and tactile feel riders are looking for.
Royal Enfield 650cc Price Positioning That Just Keeps on Surprising
New Royal Enfield 650cc Australia The most amazing thing about both Royal Enfield 650 models in Australia is their price. These bike prices remain the rare value plays in a market that has been caught up the past two years in a wave of rising prices driven by inflation and supply chain backlogs.
At drive-away prices of less than $10,500 for basic Ron Orps and just tippin’ $13K for the hard-core S3800s…these bikes aren’t just affordable – they live in a price bracket which others have abandoned. This makes them several thousand dollars less expensive than similarly sized Japanese and European alternatives.
“The pricing is really what knocks it out of the park,” said Ryan Cooper, who recently bought a new Continental GT 650 after comparing it with several Japanese alternatives.
“I was thinking of the Yamaha XSR700 and the Kawasaki Z650RS, both great bikes, but they were nearly $5,000 more expensive. The Royal Enfield gave me the look I was going for and has more power than what I expected. The value equation was just too right to pass.”
And this hasn’t happened at a cost to quality, either. While many in the early days had concerns of reliability with Royal Enfields, a lot of that has been put to bed with better practices of making the bike and now three-year warranty on all new models sold in Australia.
The 650: No-nonsense Engineering If you’re the type of rider that appreciates the feel, light weight, and all-round performance a quality steel hardtail has to offer, you’re probably not too big on gimmicks, ostentatious graphics, or some new-fangled widget.
At the core of Royal Enfield’s successful, sportier, low cost approach is the basic strength of the 650cc parallel-twin platform. Instead of a chasing an absolutely performance number and the latest tech, the company wanted to build an engine with the kind of character and capacity riders need in the real world.
The air/oil-cooled twin makes a modest 47 horsepower, but its torquey, accessible nature makes it seem meatier than the numbers let on. The 270-degree crank layout lends the engine a unique exhaust rumble and throttle response that provides character without being in any way complicated.
“It’s unvarnished engineering,” Sullivan says. No ride-by-wire, no riding modes, no TC – just a nicely sorted engine which is good on the fuelling makes a lovely noise. For daily use, particularly in Australia’s urban and peri-urban habitats, it has plenty of punch without hitting intimidating levels for new riders.”
It’s a theme that carries over to the underpinnings too, with some unfussy parts properly pairing to make a respectable: you guessed it, package. Those basic forks and twin shocks are nothing to brag about technically, but offer enough compliance and control for the bike’s role and character.
Royal Enfield 650cc Adding a Voice of Reason to Australia’s Divided Market
And one of the reasons behind the success of Royal Enfield with more sportier 650s is just that – the perfect place to fill in the Australian market.
Mainstream manufacturers have also split their attention to cover off the smaller, 500cc and below end of the spectrum and the high-tech, premium 800cc+ segment, vacating the simple, mid-size class in the process.
“It got a bit weirdly bifurcated in the Australian market,” says industry analyst Michael Thompson. “You could have a learner-legal 300 or 400, or you go straight to something much too big and expensive.
That middle step — bikes endowed with enough power to stay engaging over the long haul, but not so much that they’re overwhelming or too expensive — had pretty much gone away. Royal Enfield saw that hole and drove an entire 650-twin fleet through it.”
That’s been a particularly successful strategy in Australia which in a country of challenging distances and off-road riding demands sees riders now often wanting just one, do-it-all bike rather than a garage full of specialist machines. Compromising capabilities and sportier styling, no doubt, presents the 650s as an appealing do-it-all proposition.
Royal Enfield 650cc Expansion of the dealer network to support growth
The popularity surge of the 650 range has been supported locally by Royal Enfield’s rapid Australian dealer network growth. The brand that was once found in only a few major cities can now be found in nearly every regional center, making purchasing and servicing your bike easier for those away from the big smoke.
“Expanded coverage has been a game-changer,” Thompson says. “Aussie bike buyers – especially those outside metro areas – have shown plenty of sense in their reluctance to buy into bike brands with little to no service backup. “But as Royal Enfield has grown its dealer network and shown that the parts are available, that barrier has been removed.”
The broader presence has also introduced more potential customers to the bikes in person, which dealers say is especially crucial for Royal Enfield.
“These aren’t spec sheet impressers,” says Harrington. “But put someone on one, get them to experience the character of the engine, and observe the attention they receive; when that light bulb goes on, it’s a magical thing.”
Royal Enfield 650cc The future: keep it rolling
The task for Royal Enfield now is to hold on to its ride as rivals react to its success. Other Japanese companies have already turned out retro-style models targeted at the same ground although at higher price points.
For the time being, you can bet that Aussies of all ages and from all walks of life will continue to be seduced by the blend of great looks, true character and incredible value from TF and we say good luck to them.
And with the range moving sportier without forsaking those promises, it would appear as though Royal Enfield is well situated to remain its unlikely Australian success story.
“They’ve stumbled upon what works in a formula here,” Sullivan says. “As long as they manage to resist the temptation to move upmarket too fast or over-complicate the bikes for no reason, I think they’ll continue growing.
“For Australian riders the call is for authentic and value – both of which Royal Enfield is providing in spades, and increasingly in a package that is looking ever-more sporty and desirable.
