The direct sales outlet will be retailing the entire Royal Enfield motorcycle lineup along with riding gear and accessories.
Expanding its network outside India, Royal Enfield has opened its first direct sales outlet in the US that will be retailing its entire motorcycle range and riding gear. The company’s current distributor is Classic Motor Works (CMW) located in Faribault, Minnesota and will directly conduct all the market development and after sales and service activities for the brand. At present, the company is selling the Bullet 500, Classic 500 and the Continental GT 535 cafe racer. The motorcycles in the US are priced between $4995 to $5995 (Rs. 3.26 lakhs to Rs. 3.91 lakhs).
Royal Enfield stated that with a rich history of riding enthusiasts, North America is a key market for the company and the automaker is aiming to fill in the gap in the market’s middle-weight (250-750cc) segment, given the lack of options and serve customers at a close and intimate level with localised operations. The expansion in North America is in tandem with the automaker’s plans on expanding globally in the mid-size space and is being seen as a priority market.
In addition to Faribault, Royal Enfield will be opening a fully branded retail store in Milwaukee that will retail the entire product lineup and gear. Over the next 18 months, the automaker plans to launch several stores in key metropolitan cities in the US and is focussing on building a strong independent dealer network in a bid to maximise brand awareness and sales. The company has been exporting bikes to North America since 15 years now and will continue to do so with the bikes exported from the Chennai based facility. Having shipped over 3 lakh motorcycles globally in 2014, Royal Enfield is aiming to touch the 4.50 lakh sales mark in exports this year.
