Royal Enfield is now exporting bikes to 29 nations from the Tiruvottiyur plant which is located in the northern suburb of Chennai. In India they have more than 180 dealerships. The company offers a variety of models catering to the needs of the traditional segments, the enthusiasts, the leisure bikers and the urban youth. The Royal enfields cater to most through the long history it has and the cult feeling that it provides.
Commenting on this growth in exports, Dr. Venki Padmanabhan, CEO, Royal Enfield remarked: “Interest in our brand in developed markets such as the U.S., U.K., Germany, Italy, France and Australia stems from the desire for some to own a piece of history; a true British Single. When they discover that vintage styling can be had at an attractive less-than-antique price, the interest heightens. Then, when they ride a Royal Enfield and are thrilled by the way in which their senses are engaged, they reach to find the rational reason to buy.
There are many rational reasons now: close-by dealer and service, more reliable bikes with regular side shifting and quietly, more than 70 miles per gallon fuel efficiency!” “We are now figuring out the right brand and value positioning needed to appeal to the vastly untapped “developing country” markets that, owing to our success in India, we are well prepared to handle.”