Royal Enfield Opens First Showroom In Melbourne, Australia

Taking another step to becoming a global leader in the mid-sized motorcycle market, Royal Enfield has opened its first store in Australia

Motorcycle enthusiasts in Australia can now experience 115 years of legacy with the Royal Enfield range of motorcycles, apparel and accessories, as the company has opened its first exclusive brand store in the country. Located in Melbourne, this new store is based on RE's new retail format, showcasing its brand philosophy of “Pure Motorcycling” in every aspect of the Royal Enfield ownership experience.

Commenting on the occasion, Rudratej (Rudy) Singh, president, Royal Enfield, said, “Australia represents one of the most important matured markets for Royal Enfield and we are already witnessing an upward growth in the market, a testimony to which is the 63% growth we have received in the first three-quarters of 2016, compared to same period last year. This growth will be fuelled by our close proximity to the customer through over 25 dealerships across the country, this exclusive brand store and our evocative product range, available at accessible price points that will appeal to motorcycling enthusiasts. We are looking at key cities in Australia to expand our distribution network, in addition to a strong aftermarket network and infrastructure to ensure full-service support to our customers in the region.”

The Australian store of Royal Enfield has been designed not just as a point of purchase but also a meeting point for enthusiasts to have conversations around motorcycling. It is a part of Royal Enfield's growth strategy in Australia and focused international thrust on leading and expanding the global mid-sized motorcycle segment (250-750cc). In the bid to become a market leader in the respective segment, the company has registered over 50 per cent YoY growth in the last five years. In 2015, RE sold more than 4.50 lakh motorcycles worldwide and plans to double its production by FY-end 2018.

Currently, Royal Enfield offers the iconic Bullet 500, Classic 350 and 500, along with its Chrome edition, Continental GT 535 and the recently-launched Himalayan in the Australian market.