“A motorcycle is a display of a person’s personality, so it has to have uniqueness and differentiation. So, how do we involve them in the design of a motorcycle?
“So we have revamped our entire business process from ‘made to stock’ to ‘made to order’.
“We want to move to a point completely where 100 percent of our bikes will be mass-customised.
“You can then choose, whichever bike you want, with this kind of label, with that kind of colour, with this kind of accessory and that kind of apparel, all of this will be built in. That significantly changes the entire buying process.”