Royal Enfield confirms North American motorcycle head office

The official announcement came from Royal Enfield today, confirming the reports from Clutch and Chrome as well as the Milwaukee Journal Sentinel of its new North American headquarters.

The motorcycle manufacturer is considering the North American headquarters its first wholly owned subsidiary outside India. According to the press release, this strategic announcement is in line with Royal Enfield’s international focus on leading and expanding the global mid-sized motorcycle segment of 250 to 750cc, with North America representing a priority market for the company.

Royal Enfield is adding ‘the fastest growing motorcycle company in the world’ to its corporate tagline of ‘the oldest motorcycle company in continuous production’.

“Royal Enfield has been growing at over 50% year-on-year for the last five years. With a proven business model, today we are one of the largest mid-size motorcycle manufacturers in the world. With our increased efficiencies and scale of manufacturing we are strategically positioned to make effective business inroads within international markets, including the United States,” said Mr. Rudratej Singh, president, Royal Enfield.

A division of publicly traded Eicher Motors Limited, its current product line-up in North America includes the iconic Bullet 500cc, Classic 500cc and the Continental GT 535cc cafe racer ranging from $4,995 to $5,995.

Royal Enfield has been exporting motorcycles to North America for 15 years through an independent distributor. There are currently a total of seventy-four dealerships selling the legendary Enfield around the U.S. and yes, we did count those ourselves.

“Motorcycles and the riding culture is robust in North America and it is certainly a growth market for us. A wholly owned subsidiary company in the region allows us to be closer to our customers and significantly enhance their product and ownership experience, with a wider footprint and robust after-sales service network. We are confident that with our current and future product line we will re-invigorate the mid-sized motorcycle segment in the US with motorcycles that are holistic in their approach and are great fun to ride, both in the cities and on back country roads,” Mr. Rudratej Singh said.

Royal Enfield Bullet EFI

Led by an executive team and senior leadership with deep motorcycle category experience, newly-formed Royal Enfield North America will immediately take over operations, marketing, communications, sales, warranty, service, dealership development and finance for the company across the U.S. and Canada.

As reported in Clutch and Chrome’s news story dated 18^th August, 2015, the company’s North American Headquarters, along with a new flagship company-owned dealership, will be located in Milwaukee, WI.

“Our motorcycles are inspired by the classic bikes throughout motorcycling history, in form and in simplicity; and they capture the feeling of freedom, fun and responsiveness that riders were trying to achieve then, and brings it into the modern context,” Mr. Siddhartha Lal, CEO, Royal Enfield said, “Royal Enfields are possibly the most engaging mid-size motorcycles out there. We use traditional craftsmanship and modern technology as a means to achieve the perfect balance between the rider, the machine and the terrain.”

The company’s regional office in Milwaukee, Wisconsin and the leadership team will be led by Rod Copes, President, Royal Enfield North America, responsible for managing its operation in the market including marketing, communications, sales, warranty, service, dealership development and finance.

All manufacturing will continue to remain in Chennai, Tamil Nadu, India where Royal Enfield has been manufacturing since 1955. Global headquarters will continue to reside in Gurgaon, Haryana, India.

“In a post-performance era where American riders are looking for machines that are easy to own and maintain, Royal Enfield offers evocative and unintimidating modern classic motorcycles, with timeless appeal,” said Rod Copes, President Royal Enfield North America, “Royal Enfield’s first fully branded retail store in the United States will soon be launched in Milwaukee that will retail its entire product line-up of motorcycles and gear.”

The oldest motorcycle company in continuous production, Royal Enfield 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. An overview of the company’s rich history can be found in our previous story.

“Over the next 18 months we plan to launch several such stores in key metropolitan areas across the US. We are also focusing on building a strong independent dealer network that will maximize our brand awareness and sales,” Rod continues.

In 2014, Royal Enfield sold more than 300,000 motorcycles globally. Parent company, Eicher Motors Ltd., recorded its highest ever total revenue of $1.4 billion USD, with large contributions from the Royal Enfield business unit.

“While Royal Enfield continues to strengthen its presence in the market, our previous distributors, Classic Motor Works (CMW), located in Fairbault, MN will be transitioning out of distributing Royal Enfield motorcycles by the end of 2015,” added Rod.

Royal Enfield confirms North American motorcycle head office