Why Brand Extension The same ruggedness can be positioned in other categories much easily The masculine, all terrain image can be used to extend into the 4*4 sector Currently, Royal Enfield caters to the 2 wheeler sector comprising mainly of the adventurous youth, by venturing into 4 wheelers, Royal Enfield will be able to cater to the larger segment of the well earning middle aged category The brand image of Royal Enfield can be leveraged into other categories The ruggedness factor combined with the safety features of a 4 wheeler can be helpful to cater to the growing 4 wheeler SUV segment The current 2 wheeler adventure bikes segment is more or less saturated while the 4 wheeler segment is growing at a great pace Royal Enfield will be able to serve more markets where the terrain is not suitable for 2 wheeler segment.