How the Indian cult brand Royal Enfield wants to conquer the world market

Picture Source – www.royalenfiedld.com

Introduction – Incorporated in 1982, Eicher Motors Limited is the flagship company of the Eicher Group in India and a leading player of the Indian automobile industry.

About Royal Enfield – Royal Enfield- one of the oldest motorcycle brands made its first motorcycle in 1901. A division of Eicher Motors Limited, Royal Enfield has created the mid-size motorcycle segment in India with its unique and distinctive modern classic motorcycles. It was the first motorcycle available in 1949, becoming the official motorcycle of the Indian Army and Police forces, with local production following in 1955.

Royal Enfield becomes the No 1 Motorcycle in the world 

India dethroned China from a long reign as the world’s largest motorcycle manufacturer,  to become the largest domestic motorcycle market. The dominance of Royal Enfield’s retro design now appears to be shaping the entire marketplace, as heritage brands are being courted, partnered and created so that other manufacturers can compete with Royal Enfield.

Indeed, though Harley-Davidson enthusiasts are loyal enough to tattoo their arms and chests with the company logo, they show nothing like the brand allegiance of Royal Enfield enthusiasts. 

Entry in Indonesia – As per its entry plans, the company will commence retail operations in the coming months from its exclusive dealership in Jakarta that is being set up in partnership with PT Distributor Motor Indonesia, who have signed-up as a dealer for the region.

Entry in South Korea – The global leader in mid-sized motorcycles, announced its entry into South Korea, with Vintage Motors (Kiheung International) as its official distributor-partner in the country. The iconic British motorcycle manufacturer arrives in Korea with its first flagship store in Seoul at Hannam-daero 42-gil, commencing its full operation, including after sales, spares and service. This strategic announcement is in line with Royal Enfield’s focused international thrust of leading and expanding the global mid-sized motorcycle segment (250-750cc).