Eicher braces for margin pangs

Slipping edge

- Manvi Agarwal

Eicher Motors Ltd's June quarter earnings were supported by rising premium motorcycles volumes, higher rural penetration and continued export momentum. Royal Enfield (RE) volumes surged 17% year-on-year (y-o-y) to 265,528 units. The company indicated that demand was steady, particularly among younger buyers and in rural India. Realizations fell 1% y-o-y to ₹184,855 per vehicle, but were up 2.4% sequentially. Consolidated net sales grew 15% year-on-year to ₹5,042 crore.

Eicher's product strategy is simple: keep it fresh and premium. Recent launches, including the Classic 650 and the refreshed Hunter, have seen good traction. The company is now doubling down on key models like the Classic and Bullet, with refreshed variants, personalized accessories and festive-timed add-ons. Marketing spends are also rising to support the efforts. Its upcoming electric motorcycle brand has already generated strong interest.