FROM PASSION TO PROFESSION
Meet the riders who’ve turned their love of bikes into acareer at Royal Enfield’s R&D centre
Now in its 123rd year, Royal Enfield is one of the world’s oldest manufacturers. Yet despite this heritage, the company bristles with youthful energy, reflected by its new model development, vibrant events, and trailblazing initiatives.
Founded in Redditch, Enfield’s links with India go back to the 1950s, and for the past 30 years the brand has been owned by Indian mega-firm Eicher. Yet Enfield’s connection with the English Midlands lives on, as the firm’s global technical research and development centre is now nestled in the heart of the Leicestershire countryside. WoMCN took a visit there to meet some of the young bikers who are helping to shape the Australian-born Dani is responsible for the look and feel of Enfield’s bikes – the colours, badges and textures. “We basically put on the bike’s make-up at the end of the process,” she smiles. “Traditionally I’m a graphic designer, and I worked in brand design in Australia. Then I moved to Scotland five years ago and I got a job in signagemostly shop fronts but also vehicle graphics, too. I did a big trip around the country on my Monster and all the people I met along the way ended up being the friends I still have today.
“Once my friends got word that I did vehicle graphics, they started asking if I could do their bikes for them. I just did it for fun, as a little side thing. Then this job came up and at that point I didn’t know what a CTG designer was, but the role was everything I was doing already, professionally and in my spare timecombining my love of graphic design with my love of motorcycles. I just thought it was incredible so I decided to give it a shot.
“A big part of my role is thinking about what our target market wants – you have to take subjective bias right out. I do this by researching the current trends in motorcycling by going to bike shows, going to biking venues, meeting our riders, being out there and riding with them and hearing what they want. This then gives you a much more objective approach to designing.
“The team is really supportive, and I learn a lot from them. It’s great when you’re all working on a project that you’re passionate about. Then being able to see someone enjoying it, that’s so rewarding.”
Customised Continental GT owner, Darline is responsible for ensuring the design of the bikes re
