Opens its first flagship store in Latin Americas and expands its horizon.

Royal Enfield entered the motorcycle industry more than 116 years back in the UK. This makes it the world’s oldest motorcycling company in continuous production. Since then they have been giving us with simple and resilient machines that are ridden across some of the world’s most exciting terrains.

After winning over customers in India, it has continued its stride of expansion and has opened up an exclusive brand outlet and sets up a direct distribution subsidiary in Brazil headquartered in Sao Paulo as part of its growing strategy. Enfield’s new retail format showcases “Pure Motorcycling” as its brand philosophy and has now entered the fourth biggest two-wheeler market in the world.

Royal Enfield enters Brazil, the fourth largest two wheeler market in the world.
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This is a step taken towards its plan to be the global leader in the 250 cc to 750 cc mid-size motorcycle segment. Owned by the Eicher group, the brand offers motorcycles in the 350-500cc category and a brand new 750cc parallel twin motorcycle is underway as we speak, which RE is planning to launch it in 2017.

The brand new store is a newly-formed subsidiary - Royal Enfield Brazil – is set up in the heart of the city at Avenida República do Líbano, 2070, Moema. It will be supporting other dealers across the country in terms of front end development and support. The showroom showcases the complete range of motorcycles, apparel, protective gears and accessories under the same roof. Currently RE Brazil offers iconic standard street model - Bullet 500, the retro street model - Classic 500 series and the Continental GT café racer. ABS variants of all the motorcycles are available except the Bullet 500.

Apart from the being the point of purchase, the store boasts of giving purists and enthusiasts a living room filled with character to rendezvous and share common interests. It is also a full-service dealership equipped with service and aftermarket capabilities. Prices for motorcycles start at BRL 18,900 for the Royal Enfield Bullet and go up to BRL 24,500 for the Royal Enfield Continental GT ABS.

Royal Enfield enters Brazil, the fourth largest two wheeler market in the world.
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Rudratej Singh, Royal Enfield President stated on this occasion "We truly believe that at the core of motorcycling is exploration and leisure riding. Our purpose has been the same for last many decades, which is to ensure that our customers ‘keep riding pure’. We have seen that our kind of motorcycling has resonated across the world. We have a large set of youth in Brazil waiting to kick start their pursuit for exploration and adventure and Royal Enfield is touching the sensibilities of these needs with its authentic pedigree. Motorcycling will be fun again, as it was always supposed to be”

Adding to the stores in India and now Brazil, Royal Enfield boasts of having 20 brand stores also in cities like Melbourne, London, Milwaukee, Paris, Madrid, Barcelona, Valencia, Medellin, Dubai, Bogota, Bangkok, and Jakarta. Royal Enfield’s first direct distribution subsidiary outside India was - Royal Enfield North America (RENA) that was set up in 2015. The brand also has a strong presence in Colombia, another important two-wheeler market in Latin America.

Royal Enfield enters Brazil, the fourth largest two wheeler market in the world.
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With 50% of Royal Enfield’s growth coming in the last six years, we see why it plans to outbid everyone in the industry for 250-750 cc leader boards. The company has managed to sell more than 660,000 motorcycles worldwide in 2016 and by the end of 2018, its ambition is to double this figure.

We also know that Royal Enfield is stepping into unknown territories. Both in some cylinders and capacity. With Harris Performance backing their engineering team and with the newly launched Royal Enfield Technology Center in the UK, RE has committed to foraying into higher capacity and better-engineered bikes. Speaking to MCN, Siddhartha Lal, CEO Royal Enfield, stated, "Royal Enfield is the most profitable motorcycle company in the world regarding percentages, and we are thinking broader and thinking globally as we want to be the world leader in the middleweight sector."

Royal Enfield enters Brazil, the fourth largest two wheeler market in the world.
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Sagar Patil

PRESS RELEASE

World’s fastest growing motorcycle brand - Royal Enfield - strengthens presence in Latin America

Royal Enfield enters Brazil, the fourth largest two wheeler market in the world.
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 Royal Enfield sets up a direct distribution subsidiary in Brazil headquartered in Sao Paulo, 

 Opens first stand-alone flagship store in Sao Paulo São Paulo, Brazil, April 20, 2017: Royal Enfield, the fastest growing motorcycle brand in the world today announced opening of its second direct distribution subsidiary outside India, in Brazil, the fourth biggest two wheeler market in the world. With São Paulo as its Brazilian headquarter representing the largest motorcycle community in the country; the iconic motorcycle brand launched its first flagship store in the heart of the city at Avenida República do Líbano, 2070, Moema. The newly-formed subsidiary - Royal Enfield Brazil - will be selling to dealers, as well as conduct all front end development and support activities such as marketing and aftersales in the country. Royal Enfield’s first direct distribution subsidiary outside India was - Royal Enfield North America (RENA) that was set up in 2015. The brand also has strong presence in Colombia, another important two-wheeler market in Latin America.

Speaking at the launch of Royal Enfield Brazil in São Paulo, Royal Enfield President, Rudratej (Rudy) Singh said “We are delighted to be formally entering Brazil, and are able to offer our motorcycles to a whole new group of customers, that will enable us to realise our competitive potential in the fourth biggest motorcycle market in the world. We see a huge opportunity in Brazil that has a hugely underserved mid- sized motorcycle market with a massive commuter base.

With motorcycle enthusiasts in Brazil waiting to upgrade to simple yet timeless and evocative motorcycles, Royal Enfield with its authentic British pedigree will be able to provide an excellent alternative with an accessible cost of ownership. In the coming years, Brazil can become one of our bastion markets outside of India and help us become a leader in the middle weight motorcycle segment globally” The subsidiary and its regional office in São Paulo, is under the leadership of Claudio Giusti, Country Manager, Royal Enfield Brazil, responsible for handling its operation in the market, including sales, marketing, communication, warranty, and aftersales.

Royal Enfield has entered the Brazilian market with lineup of three of its widely popular models featuring single-cylinder engines currently up to at 535cc. Available models include the iconic standard street model - Bullet 500, the retro street model - Classic 500 and the Continental GT (535cc) cafe racer. With British roots and an Indian soul, Royal Enfield motorcycles are excellent to ride in the city and also have good all-round capabilities. The motorcycles have been designed to give maximum pleasure at regular road-going speeds and are fun for novices as well as for experienced riders.

"We truly believe that at the core of motorcycling is exploration and leisure riding. Our purpose has been the same for last many decades, which is to ensure that our customers ‘keep riding pure’. We have seen that our kind of motorcycling has resonated across the world. We have a large set of youth in Brazil waiting to kick start their pursuit for exploration and adventure and Royal Enfield is touching the sensibilities of these needs with its authentic pedigree. Motorcycling will be fun again, as it was always supposed to be” added Rudy

With a compounded annual growth rate (CAGR) of more than 50% in last six years, Royal Enfield has grown phenomenally, becoming one of the most profitable automobile brands in the world. Royal Enfield sold more than 660,000 units globally in FY 2016-17, and intends to ramp-up its production capacity to up-to 900,000 motorcycles by end of 2018, to meet its increasingly rising global demands. To know more about Royal Enfield, the motorcycles, marquee rides and other initiatives, visit: www.royalenfield.com

Be a part of one of the largest communities of motorcycling enthusiasts; like Royal Enfield on Facebook https://www.facebook.com/royalenfield/

Follow Royal Enfield on Twitter @royalenfield and on Instagram @royalenfield

About Royal Enfield: The oldest motorcycle brand in continuous production, Royal Enfield made its first motorcycle in 1901. A division of Eicher Motors Limited, Royal Enfield has created the mid-sized motorcycle segment in India with its unique and distinctive modern classic bikes. With its new manufacturing base in Chennai, India, Royal Enfield is able to grow its production rapidly against a surge in demand for its motorcycles. With more than 50% growth every year for the last 5 years, Royal Enfield is fast becoming a very important player in the global mid-size motorcycle market and is working towards re-inventing this space with motorcycles that are evocative and engaging and great fun to ride. Royal Enfield’s product line‐up in India includes the Bullet, Classic and Thunderbird models in 350 and 500cc displacement along with Continental GT 535cc café racer and the purpose built Himalayan powered by the LS410 engine. Royal Enfield operates through 17 company-operated stores and 675 dealers in all major cities and towns in India, and exports to over 50 countries across the world including the USA, UK, several European and Latin American countries, as well as the Middle East and South East Asia. Royal Enfield also organizes and supports many motorcycling events and rides globally, more prominently the Rider Mania – an annual gathering of Royal Enfield riders from all over the world to the lovely beaches of Goa, and the Himalayan Odyssey, the most arduous motorcycle ride over some of the toughest roads and highest mountain passes in the Himalayas. Royal Enfield also conducts the popular One Ride’ where people around the world ride out on their motorcycles on the first Sunday of April.

Further information please contact:
Nikita Verma - Nikita.Verma@bm.com
Mohit Kharbanda - mohit@royalenfield.com
Shreyas Bhatt - shreyas@eichermotors.com

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