Anyone who has met Royal Enfield’s CEO Rudratej Singh knows that he’s an extremely confident man. With that, the Indian company has taken its biggest step yet by opening up a direct distribution business that will be based in Milwaukee. It’s the first time they’ve opened up a direct distributor outside of India – previously relying solely on established distributor in other regions.
“North America is a key international market for Royal Enfield with a rich history of riding enthusiasts. Given the lack of attractive options in the mid-size segment, we are well poised to fill the gap and serve potential customers at a close, intimate level by localizing our operations in North America,” Royal Enfield President Rudratej Singh said.
Royal Enfield North America, President, Rod Copes said: “Royal Enfield’s first fully branded retail store in the US will soon be launched in Milwaukee that will retail its entire product line of motorcycles and gear.” Over the next 18 months, the company plans to launch several such stores in key metropolitan areas across the US, he added.
Interestingly, Royal Enfield also plans to sell directly to customers in the US – something electric car pioneer Tesla has had great success with.
Given the west’s desire for large capacity bikes, Royal Enfield will struggle to make big inroads given its largest capacity machine currently sits at 500 cc. But those after some nostalgia at a good price may be swayed by the resurgent company.