Royal Enfield All Set to Enter Thailand

Royal Enfield has announced its entry in the Thailand market as part of its global expansion strategy. The company made this declaration at the Thailand International Motor Expo 2015 and stated that it will expand the global mid-sized motorcycle segment (250 to 750cc). The retail operations will be carried out in coming months at Thonglor in Bangkok, Thailand. This will be Enfield’s first exclusive dealership in Bangkok which will be in collaboration with General Auto Supply (GA). GA will also build service centers and aftermarket capability for Royal Enfield in the area. In the past few months, the company has increased its foothold in the global market by entering into London, Madrid, Paris, Dubai, Bogota and Medellin. Royal Enfield is also building two new technology centers in India and UK to catch up to the rising demand.



Also Read: A huge jump in sales of November for Royal Enfield

Speaking about Royal Enfield, Mr. Arun Gopal, International Business Head, Royal Enfield, said, “With leisure motorcycling getting extreme all over the world, riders are now looking for machines that are easy to own and maintain. We at Royal Enfield believe that we can create a wonderful space that’s more approachable and unintimidating with modern classic motorcycles that have timeless appeal. Royal Enfield designs classically styled motorcycles that are simple, evocative, tactile and fun to ride, providing riders with a “Pure Motorcycling” experience. Our motorcycles are built to be timeless, uncomplicated, engaging, and accessible bikes for the city, as well as great touring or adventure rides, for novices, as well as experienced riders. Blending traditional craftsmanship with modern technology, as a means to achieve the perfect balance between the man, machine and the terrain Royal Enfield motorcycles creates a unique experience for riders.”

Also Read: Royal Enfield’s Latest Offering to Get a Quieter Exhaust System

Talking about the entry in the Thai market, Mr. Arun said, “We have pioneered and grown the mid-size motorcycle category in India. With over 50% year-on-year growth in the last five years, our ambition today is to lead and grow the underserved middleweight segment globally and this growth will largely come from markets like India such as Latin America and South East Asia, given their size and comparable commuting trends. Thailand with its already established leisure motorcycling culture and presence of several riding communities and enthusiasts blends perfectly with Royal Enfield motorcycles that have exploration and adventure at its core.” He added, “Thailand is among the largest two-wheeler markets in the world and a very important one for Royal Enfield. With highly evolved consumers; Thailand is the most evolved country in Southeast Asia for leisure motorcycling. With a large commuter base, this market has enormous potential to upgrade to the next level of motorcycles, if there are enough attractive product choices. With our modern classic bikes, Royal Enfield is well poised to fill this gap and catalyze the shift to mid-size motorcycles in Thailand.”

Also Read: Royal Enfield to set up milestone in America

The first authorized dealer of Royal Enfield motorcycles in Thailand and Executive Director of General Auto Supply Co. Ltd., Mr. Nattavude Charoensukhawatana, said, "Royal Enfield has an exciting opportunity in Thailand considering the increasing popularity of classic motorcycles among bikers in Thailand. This is a great opportunity for the existing 1,600,000 two-wheeler commuters to upgrade to the mid-sized range of motorcycles offered by Royal Enfield. We are confident that Royal Enfield will gain popularity among the biking community in Thailand with its evocative and accessible range of motorcycles, gear, spares, and services."

Also Read: Royal Enfield to Set Up its Third Manufacturing Plant by 2018