Brand Tone

passionate, authentic, and community-centric

Brand Values

• •Heritage and Timelessness
• •Adventure and Freedom
• •Community and Belonging
• •Craftsmanship and Quality
• •Accessibility

Best Practices

• •Speak from Passion, Not Just a Spec Sheet: Focus on the feeling and the experience—freedom, adventure, connection. While specs are important, the copy should lead with emotion and lifestyle.
• •Use "We" and "You" to Build Community: Address the audience directly ("Tu aventura") and use inclusive language ("La pasión que nos une") to reinforce the sense of a shared community between the brand and its riders.
• •Embrace Heritage Authentically: Reference the brand's long history and classic designs, but connect them to modern reliability and adventure. Use phrases like "El legado continúa" (The legacy continues) or "Clásica por fuera, moderna por dentro" (Classic on the outside, modern on the inside).
• •Keep it Simple and Direct: The tone is authentic and approachable. Avoid overly complex or corporate language. The copy should sound like it's coming from a fellow rider.
• •Encourage Interaction and User Content: Always include a call to action that invites conversation or sharing. Ask questions, prompt riders to share their photos with a specific hashtag, and feature customer stories to make the community the hero of the brand's narrative.

Social Perception

Perceived as a key hub for a brand experiencing a significant renaissance. Customers and enthusiasts praise the brand for its new generation of motorcycles, noting their affordability, reliability, and classic appeal. The Barcelona dealership, in particular, is seen as a competent and passionate entity with a strong service department. The brand is associated with a friendly, relaxed, and adventurous lifestyle. While some lingering skepticism from the past regarding reliability exists in older forum discussions, this is largely being replaced by positive experiences with modern models, positioning the brand as a strong competitor to other classic brands, especially on price.

Copy Examples

• •Not every day starts in the office. Some start here. Discover the freedom of the Classic 350 and redefine your routine. What's your dream getaway? #RoyalEnfieldBarcelona #PureMotorcycling #BarcelonaRides
• •The asphalt calls us! Join the Royal Enfield BCN Club this Saturday for a ride along the coast. Good vibes, curves, and the passion that unites us. Confirm your attendance and let's prepare the roar of the engines together. #ComunidadREBCN #SalidaEnMoto #RoyalEnfield
• •Conquer the city. Master the mountain. The new Himalayan 452 is here. Power, technology, and the spirit of adventure that defines you. Request your test ride today and feel its call. #Himalayan452 #AdventureWithoutLimits
• •Weekend in sight: route ideas, news, and coffee in our workshop.
• •More than a motorcycle. It's your story. Your adventure. Your community. Royal Enfield Barcelona. #MadeLikeAGun