Posted by Tim Zimlich on Oct 27th 2016
Sales floor at the Royal Enfield showroom in Milwaukee, Wisconsin
Royal Enfield has recently widened their scope substantially. While the oldest motorcycle manufacturing company in the world has seen many highs and lows over the years we must not forget that the motorcycle world is evolving, and this company bravely marches onward bearing the message that they are still here and only plan to grow. Many predict that the key to Royal Enfield succeeding is in their plan to meet the gap in mid range motorcycles at an affordable price point that are available in today's market.
While not a popular name in the United States, it would be foolish to write the Formerly-British Currently-Indian motorcycle company off as some sort of gimmick, especially in light of current murmurings of American companies like Harley-Davidson struggling to make ends meet. The idea of a dedicated commuter motorcycle is an attractive one and in India, a country where transportation via motorcycle and scooter is far more common than in the US, Royal Enfield sales are through the roof.
Outside view of Royal Enfield's new Milwaukee headquarters
In a bold move, Royal Enfield put their flag down in Milwaukee and set up their US headquarters that you can view here. It's a tasteful yet unassuming showroom that’s deep enough in Harley-Davidson home turf to send a “friendly” wink to their competition. The task above is to expand their dealer network putting their bikes in front of American buyers. They don’t expect to match their Indian sales overnight but having a presence in the states might just be the first notch in their belt as they look on to other international markets.
While the opportunity to strike is upon them, Royal Enfield is making ambitious plans of upheaval in the worldwide motorcycle market. The question that remains is that does their success in India foreshadow success, or even the ability to float, in the American market? Only time will tell, but an Indian company gaining traction in the states in any market, let alone something as iconically American as motorcycling, would be an interesting first. As far as Royal Enfield is concerned, it’s game on.
