Royal Enfield is on a expansion spree globally. The 2-wheeler major has expanded to North America, Europe, Australia and Japan in the past 5 years. The company has been able to command good sales in UK, where it sells amongst the top 10 in the 125-500cc category. The Eicher owned company expects to export 6% of its annual sales to 40 countries around the globe by 2012. Jay Leno recently picked up a Royal Enfield G5 Black Deluxe to add to his collection. This progress by the company is heartening and we hope they launch high capacity machines in the near future.
“Interest in our brand in developed markets such as the U.S., U.K., Germany, Italy, France and Australia stems from the desire for some to own a piece of history; a true British Single. When they discover that vintage styling can be had at an attractive less-than-antique price, the interest heightens. Then, when they ride a Royal Enfield and are thrilled by the way in which their senses are engaged, they reach to find the rational reason to buy. There are many rational reasons now: close-by dealer and service, more reliable bikes with regular side shifting and quietly, more than 70 miles per gallon fuel efficiency! We are now figuring out the right brand and value positioning needed to appeal to the vastly untapped “developing country” markets that, owing to our success in India, we are well prepared to handle,” Dr.Venki Padmanabhan, CEO, Royal Enfield said.
