Royal Enfield to enter the Thailand motorcycle market

Team OD Published: December 02, 2015, 12:24 PM IST

Royal Enfield, when not posting stupendous growth figures in the Indian two-wheeler market, continues to rapidly add to its small but expanding export presence. The Chennai based brand presented its products at the Bangkok Motorcycle Show and announced plans to aggressively enter the Thai market in mid-size motorcycles. Royal Enfield defines the mid-size motorcycle as bikes between 250 and 750cc in displacement. Royal Enfield showed off its entire range at the Thailand International Motor Expo in Bangkok including the Bullet 500, Classic 500, Classic Chrome and the Continental GT. Royal Enfield also showed off its new range of gear and accessories for the Thai market.

Royal Enfield Continental GT Black

Arun Gopal, head of international business for Royal Enfield said, "We have pioneered and grown the mid-size motorcycle category in India. With over 50 per cent year-on-year growth in the last five years, our ambition today is to lead and grow the underserved middle weight segment globally and this growth will largely come from markets like India such as Latin America and South East Asia, given their size and comparable commuting trends. Thailand with its already established leisure motorcycling culture and presence of several riding communities and enthusiasts, blends perfectly with Royal Enfield motorcycles that has exploration and adventure at its core. Thailand is among the largest two-wheeler markets in the world and a very important one for Royal Enfield. With highly evolved consumers, Thailand is the most evolved country in South East Asia for leisure motorcycling. With a large commuter base, this market has enormous potential to upgrade to the next level of motorcycles, if there are enough attractive product choices. With our modern classic bikes, Royal Enfield is well poised to fill this gap and catalyze the shift to mid-size motorcycles in Thailand."

General Auto Supply Co. Ltd (GA) will be their dealer in Thailand and it will start retail operations in Thonglor, Bangkok shortly. GA will also work on expanding the aftermarket abilities of the brand in the Thai market.

Royal Enfield has been exporting motorcycles for a long time but the push to expand both volumes and markets is a recent move. The company exported roughly 2 per cent of its production last year but that is set to change as the company goes towards its goal of becoming the world's largest mid-size motorcycle maker.

Royal Enfield to reignite mid-size motorcycle market in Thailand

Launches 114 years old iconic brand at Thailand International Motor Expo 2015 Exclusive store in Bangkok to be launched soon Bangkok, Thailand, December 1, 2015 - Royal Enfield, the fastest growing motorcycle brand in the world, today announced its entry and future plans for the Thai market at the Thailand International Motor Expo 2015, as a part of its growth strategy and focused international thrust of leading and expanding the global mid-sized motorcycle segment (250-750cc). Royal Enfield is the oldest motorcycle brand in continuous production, with roots dating back to 1901 in Redditch, England. The iconic motorcycle brand with British origin is a part of Eicher Motors Ltd, a leading player in the Indian automotive space. Speaking about the brand, Mr. Arun Gopal, International Business Head- Royal Enfield, said, "With leisure motorcycling getting extreme all over the world, riders are now looking for machines that are easy to own and maintain. We at Royal Enfield believe that we can create a wonderful space that's more approachable and unintimidating with modern classic motorcycles that have timeless appeal. Royal Enfield designs classic styled motorcycles that are simple, evocative, tactile and fun to ride, providing riders with a "Pure Motorcycling" experience. Our motorcycles are built to be timeless, uncomplicated, engaging, and accessible bikes for the city, as well as great touring or adventure rides, for novices, as well as experienced riders. Blending traditional craftsmanship with modern technology, as a means to achieve the perfect balance between the man, machine and the terrain Royal Enfield motorcycles creates a unique experience for riders." Royal Enfield displayed its entire range of evocative motorcycles at the Thailand International Motor Expo, which includes the iconic Bullet 500cc, the retro-street models - Classic 500cc and Classic Chrome, and the Continental GT (535cc) cafe racer. Along-with the motorcycles, the brand also introduced its latest gear and accessories collection for the Thailand market. Commenting on the brand launch and its expectations from Thailand, Arun said, "We have pioneered and grown the mid-size motorcycle category in India. With over 50% year-on-year growth in the last five years, our ambition today is to lead and grow the underserved middle weight segment globally and this growth will largely come from markets like India such as Latin America and South East Asia, given their size and comparable commuting trends. Thailand with its already established leisure motorcycling culture and presence of several riding communities and enthusiasts, blends perfectly with Royal Enfield motorcycles that has exploration and adventure at its core." Arun added saying, "Thailand is among the largest two wheeler markets in the world and a very important one for Royal Enfield. With highly evolved consumers; Thailand is the most evolved country in South East Asia for leisure motorcycling. With a large commuter base, this market has enormous potential to upgrade to the next level of motorcycles, if there are enough attractive product choices. With our modern classic bikes, Royal Enfield is well poised to fill this gap and catalyze the shift to mid-size motorcycles in Thailand." Mr. Nattavude Charoensukhawatana, Executive Director of General Auto Supply Co., Ltd., the first authorized dealer in Thailand for Royal Enfield motorcycles and related products, stated, "Royal Enfield has an exciting opportunity in Thailand considering the increasing popularity of classic motorcycles among bikers in Thailand. This is a great opportunity for the existing 1,600,000 two-wheeler commuters to upgrade to the mid-sized range of motorcycles offered by Royal Enfield. We are confident that Royal Enfield will gain popularity among the biking community in Thailand with its evocative and accessible range of motorcycles, gear, spares and services." Royal Enfield will commence its retail operations at Thonglor in Bangkok, Thailand in the coming months, from its first exclusive dealership in Bangkok being set up in partnership with General Auto Supply (GA). In addition to the store, GA will also build service and aftermarket capability for Royal Enfield in the region. In the past few months Royal Enfield has steadily expanded its global footprint in key nodal cities like London, Madrid, Paris, Dubai, Bogota and Medellin. In 2014, Royal Enfield grew by 70% after having sold more than 300,000 motorcycles globally. Parent company, Eicher Motors Ltd., recorded its highest ever total revenue of table.4 billion USD, with large contributions from the Royal Enfield business unit. In Calendar Year 2015 the company aims to produce 450,000 motorcycles to support its global growth strategy and also announced its plan to produce upto 900,000 motorcycles by end of 2018, from two of its existing manufacturing facilities and a third upcoming facility, in Tamil Nadu, India. With a view to become the leader in the global mid-sized motorcycle industry, Royal Enfield is also building two new technology centers - one in India and one in UK, to enhance capability and execute long term product strategy.