Some motorcycle manufacturers have dipped their toes in the custom scene, but few have dived in head first like Royal Enfield. The Indian marque has made motorcycle customization a core component of its marketing strategy. That’s a bone-dry way of saying they sponsor events, fund custom builds all over the world, and then tell people about them.
I’ve been watching Royal Enfield’s Custom and Motorsport department grow for the past few years and wanted a piece of the action. My magazine, Sideburn, has a long history with the brand.
We built a custom Bullet back in 2012 when Royal Enfield was at the very beginning of their explosion in popularity and selling roughly one million fewer bikes per year than they currently do.…