The Global Brand Refocuses in Asia
Recently, I touched on the fact that Royal Enfield is working hard to become a big name not just in India, but everywhere. The company is working to become an aspirational product in the U.S. and the UK. Well, now, according to a BBC report, Royal Enfield will focus on increasing sales across Asia, too.
The company will open a new plant in Thailand within the next 12 months. This new plant will build motorcycles for Vietnam, Malaysia, China, and other countries in the region. This year saw Harley retreat from India, and Royal Enfield has seen sales grow 88 percent across the region. It wants to keep the growth going, and sees domination in Asia as one way to help do that.
“People are buying Royal Enfield machines based upon their ease of use, their simple design and their classic vintage styling,” said Scott Lukaitis, a motorsports consultant, to the BBC.
According to the report, the brand also plans to launch a new bike per quarter for the next three to five years. This likely means the motorcycle manufacturer will make the most of its 650cc and 350cc platforms. It could also mean that Royal Enfield has a new platform in the works with a new engine.
COVID-19 could actually work in Royal Enfield’s favor, too. “The general consensus is fear of infection may shift people away from shared transport to individual mobility. Hence, the cheapest mode for rural areas is the motorcycle,” said Vivek Vaidya, a transport expert at consultants Frost & Sullivan.
Things are looking bright for Royal Enfield, and it will be interesting to see where this company goes in the future. Right now, things are truly looking up.