Royal Enfield Opens Direct Sales Outlet in the US

Instead of collaborating with a distributer, Royal Enfield has opened its direct sales outlet in the US. This is a one of its kind subsidiary of the company and will handle all the processes including sales and marketing of the products, spare parts and after-sales service. 

Apart from its fleet of motorcycles, Royal Enfield is also planning to bring its range of apparel and accessories to the direct outlet. The facility will not only provide motorcycles directly to the North American customers, but it will also supply products to the other RE dealerships in the region.

Speaking on this new achievement, Rudratej Singh, president, Royal Enfield, said, "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 localising our operations in North America."

Currently, Royal Enfield is selling only higher capacity motorcycles including Bullet 500, Classic 500 and Continental GT 535 in North America, which have been priced between USD 4,995 to USD 5,995. However, this strategic announcement and the company’s focus on the international thrust of leading and expanding the global mid-sized motorcycle segment, ensures that the entire RE fleet will be available soon in the North America.

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. We are also focussing on building a strong independent dealer network that will maximise our brand awareness and sales."

It is just the starting of the Royal Enfield’s independent expansion plan in the US, the company aims to launch several such stores in key metropolitan areas across the country over the next 18 months.