Enfield, the global leader in the middleweight motorcycle segment (250cc -
750cc), opened its showcase offering at EICMA 2021 with the unveil of the Royal
Enfield SG650 Concept motorcycle - marking another chapter in the brand’s 120
year old journey of creative expression and conceptual development.
SG650 Concept is the result of a challenge set to Royal Enfield’s Industrial
Design Team by Mark Wells, Chief of Design. At its core, the message
underpinning the concept build was about celebrating ‘transition’. The aim, through this challenge, was for the
Royal Enfield team to embark on a new creative journey with the SG650 Concept;
starting from within Royal Enfield’s classic design sensibilities and then pushing
into a whole new era of what the Royal Enfield’s of the future could look like.
Mark Wells, “we are a company in transition - so long a representation of the
analog age and now developing new products that keep that same pure soul yet
are fully integrated into the digital present.
To celebrate this, we wanted to develop a project that really gave our
design team an opportunity to stretch themselves creatively. The goal : to build a unique concept motorcycle that
pays homage to Royal Enfield’s rich history of custom motorcycles, but one that
wasn’t encumbered by the past. A
neo-retro interpretation that pushes the boundaries of what a Royal Enfield
motorcycle could look like, but at its core still celebrates that iconic Royal
Enfield DNA. “
Adrian Sellers, Group Manager, Industrial Design and lead for the SG650 Concept
project, “We’re really excited to unveil
this concept and write another chapter in the rapidly evolving story of Royal
Enfield design. It is always exciting to design for a “What if…” scenario and
the brief to create a motorcycle that would both be recognizably Royal Enfield
but at the same time push what a Royal Enfield could be was a real
challenge. This was a wonderfully
collaborative and rewarding project to develop, as it required the creative
input of many different aspects of the design team - from Industrial Design to
Color Trim and Graphics and CGI - each contributed a piece of the puzzle to bring
this other world to life.”
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