Niche bike maker Royal Enfield has opened its first exclusive brand store in Melbourne as part of its growth strategy in Australia. The company, which aims to be a leading player globally in mid-sized motorcycle segment (250-750cc), currently has 25 dealerships across the country.
The exclusive brand store at Melbourne showcases the company’s complete range of motorcycles, apparel and accessories under one roof. “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 per cent growth we have received in the first three quarters of 2016, compared to same period last year,” Royal Enfield President Rudratej Singh today said in a statement.
The growth will be fuelled by the company’s close proximity to the customer through over 25 dealerships across the country, exclusive brand store and evocative product range, available at accessible price points that will appeal to motorcycling enthusiasts, he added.
The Himalayan was launched in Australia last month
“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,” Singh said. The store would house not only Royal Enfield’s motorcycle range, but also its complete range of apparels and accessories, that includes purpose-built protective riding gear and moto inspired urban protection gear. It is a full-service dealership that is equipped with service and aftermarket capabilities as well, the company said.
“We believe that our future growth will come from markets such as Australia with huge potential for our evocative, all purpose, and middle-weight motorcycles,” Rudy said.
As a part of the company’s ‘city strategy’ it now has 19 exclusive brand stores outside India, in places like Milwaukee, London, Paris, Barcelona, Madrid, Valencia, Bogota, Medellin, Dubai, Jakarta, Bangkok and Melbourne. “The Melbourne store also follows this global retail identity and we are confident that it will set new benchmarks in motorcycle retail in Australia,” Rudy said. Only last month, Royal Enfield also launched the all-new Himalayan in Australia at the Melbourne Auto Expo.