Royal Enfield Re-Launches its Iconic 144 Year-Old Brand in North America
Royal Enfield has just announced its first wholly owned subsidiary outside India, in North America. This strategic announcement is in line with Royal Enfield’s international focus on leading and expanding the global mid-sized motorcycle segment (250-750cc), with North America representing a priority market for the company.
Royal Enfield is the oldest motorcycle company in continuous production, with roots dating back to 1901 in Redditch, England.
Mr. Siddhartha Lal, CEO, Royal Enfield said, “Our motorcycles are inspired by the classic bikes throughout motorcycling history, in form and in simplicity; and they capture the feeling of freedom, fun and responsiveness that riders were trying to achieve then, and brings it into the modern context. Royal Enfields are possibly the most engaging mid-size motorcycles out there. We use traditional craftsmanship and modern technology as a means to achieve the perfect balance between the rider, the machine and the terrain.”
The company’s regional office in Milwaukee, Wisconsin and the leadership team will be led by Rod Copes, President, Royal Enfield North America, responsible for managing its operation in the market including marketing, communications, sales, warranty, service, dealership development and finance. All manufacturing will continue to remain in Chennai, Tamil Nadu, India where Royal Enfield has been manufacturing since 1955. Global headquarters will continue to reside in Gurgaon, Haryana, India.
“In a post performance era where American riders are looking for machines that are easy to own and maintain, Royal Enfield offers evocative and unintimidating modern classic motorcycles, with timeless appeal. Royal Enfield’s first fully branded retail store in the United States will soon be launched in Milwaukee that will retail its entire product line-up of motorcycles and gear. Over the next 18 months we plan to launch several such stores in key metropolitan areas across the US. We are also focusing on building a strong independent dealer network that will maximize our brand awareness and sales,” said Rod Copes, President Royal Enfield North America.
“While Royal Enfield continues to strengthen its presence in the market, our previous distributors, Classic Motor Works (CMW), located in Fairbault, MN will be transitioning out of distributing Royal Enfield motorcycles by the end of 2015,” added Rod.
In 2014, Royal Enfield sold more than 300,000 motorcycles globally. Parent company, Eicher Motors Ltd., recorded its highest ever total revenue of USD1.4 billion with large contributions from the Royal Enfield business unit.
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