Royal Enfield discontinues Electra from line-up

Royal Enfield Electra is no longer to be seen on the company website. After speaking to a few people who are associated with the brand, we can confirm that Royal Enfield has discontinued the brand Electra from their line-up. Royal Enfield’s line-up now includes Continental GT, Himalayan, Thunderbird, Classic and the Bullet range.

Though there is no official reason, as to why Electra was discontinued, the reason is believed to be of profitability. With Electra being one of the low-priced motorcycle from the company, the profit margin on the same was also low, as compared to the newer and more expensive motorcycles from the brand.

Electra was the first model Royal Enfield had launched back in 1995 – 1997, under the able leadership of their newly appointed CEO, Mr Siddhartha Lal. The bike was launched with the aim of spreading the brand RE with a renewed vigor across India. That move was successful, and the Electra played a major role in the reversal of RE’s fortunes.

But with the company now tackling manufacturing constraints, it was no longer feasible to continue manufacturing the Electra when there was much higher demand for their newer range of motorcycles, like the Classic.

If you were planning to buy the Electra, you will need to check with your dealer as there are still some units which are in the stock. Or you can always buy the Bullet range, which comes closest to the Electra in terms of styling.

This article first appeared on Rushlane.com