• Royal Enfield goes to the Land of Tomorrow.


Opens its first exclusive brand store in Melbourne.

It was 1955, the Indian Government required strong, tough and go anywhere motorcycles for its army and police force to cater to the then craggy terrains. Enter the 350cc ‘Bullet’. The first batch of motorcycles in India, manufactured by Royal Enfield of United Kingdom, put together in Madras (Chennai). The start of a revolution.

Royal Enfield entered the motorcycle industry more than 115 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 opened up an exclusive brand outlet in Melbourne as part of its growing strategy in Australia, Enfield’s new retail format which showcases “Pure Motorcycling” as its brand philosophy. The company already has over 32 dealerships across the country including New Zealand.

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 run by Mid Life Cycles and spans at 1655 square feet showcasing the complete range of motorcycles, apparel, protective gears and accessories under the same roof. Currently RE Australia offers the iconic Bullet 500, Classic 350 and 500 series, Continental GT and the recently launched Himalayan adventurer tourer.

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. Prior to this, Royal Enfield worked together with Urban Moto Imports as its distributor in the Australia and New Zealand since 2015.

Adding to the stores in India and now Australia, Royal Enfield boasts of having 19 brand stores also in cities like London, Milwaukee, Paris, Madrid, Barcelona, Valencia, Medellin, Dubai, Bogota, Bangkok, and Jakarta.

With 50% of Royal Enfield’s growth coming in the last five 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 450,000 motorcycles worldwide in 2015 and by the end of 2018, its ambition is to double this figure.

Image source: royalenfield.com

Source: India Today

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Speaking about the occasion, Rudratej Singh, aka Rudy, President of Royal Enfield said “Australia represents one of the most important matured markets for Royal Enfield and we are already witnessing an upward growth in the market, a testimony to which is the 63% growth we have received in the first three quarters of 2016, compared to same period last year. This growth will be fuelled by our close proximity to the customer through over 25 dealerships across the country, this exclusive brand store and our evocative product range, available at accessible price points that will appeal to motorcycling enthusiasts. We are looking at key cities in Australia to expand our distribution network, in addition to a strong aftermarket network and infrastructure to ensure full service support to our customers in the region."

"Today, Royal Enfield is one of the most profitable automotive brands in the world and we believe that our future growth will come from markets such as Australia with huge potential for our evocative, all purpose, and middle- weight (250-750cc) motorcycles. We want to revolutionize and re-invigorate this mid-size motorcycle market with our aspirational yet accessible range, by building the brand globally through a unique city led strategy that creates aspiration and generates demand across the country. As a part of this ’city strategy’ we now have 19 exclusive brand (concept) stores outside of India, in nodal cities like Milwaukee, London, Paris, Barcelona, Madrid, Valencia, Bogota, Medellin, Dubai, Jakarta, Bangkok and now in Melbourne, to create a robust eco-system offering a highly differentiated retail experience and aftermarket capabilities, rides and community events and other adjacencies that bring to life the heritage and world of Royal Enfield. The Melbourne store also follows this global retail identity and we are confident that it will set new benchmarks in motorcycle retail in Australia. The space has been designed not just as a point of purchase but as a meeting point for enthusiasts and for conversations around motorcycling", added Rudy.

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