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Royal Enfield strengthens brand in UK

 

Royal Enfield

 

Royal Enfield is gearing up to strengthen its presence in the United Kingdom as it wants to be a global player in 250cc-750cc motorcycle segment.

Indian heavy-weight motorcycle manufacturer Royal Enfield, the two wheeler division of Eicher Motors Ltd, has now launched its second exclusive store within the United Kingdom.

Based in Mitcham, Surrey, the store forms part of the existing Hartgate Motors dealership, at 20-28 Upper Green East. The store concept is based on the Royal Enfield’s retail identity that replicates a motorcyclist’s living room, complete with a display of a dismantled Continental GT that has been carefully installed onto a rear wall.

The store will be retailing all Royal Enfield motorcycles that include the Bullet, the Classic and the Continental GT cafe racer. It will also be retailing the full Royal Enfield Gear range of apparel and accessories that includes the latest collection inspired by the Despatch riders of the great wars.

The company had launched its first exclusive store in the UK in May 2014.

In order to accelerate Royal Enfield’s international thrust, Siddhartha Lal, Managing Director and Chief Executive Officer, Eicher Motors Ltd will be relocating to UK for a year, starting August 2015.  This move will take him closer to Royal Enfield’s target markets, as well as to the new technical centre in UK, which is leading the development of motorcycles for international markets.

Royal Enfield also said the company sold the entire inventory of the 200 limited edition Despatch motorcycles for India within 26 minutes of opening of bookings on its online store. Royal Enfield’s Despatch Rider collection of gear and motorcycles had been received extremely well since its launch last month, signifying the enthusiasm for the classic timeless design and Royal Enfield’s rich heritage among the consumers.

Also Read : Royal Enfield Despatch limited edition price starts at Rs 2.16 lac

Company officials said Royal Enfield made a talent acquisition in June 2015 in the UK where it acquired Harris Performance, a renowned engineering and motorcycle chassis designing firm.

“Their proven expertise, deep insight and understanding of motorcycling and Royal Enfield will be invaluable for us in our journey towards achieving leadership in the global mid-sized motorcycling segment”, they added.

Royal Enfield remains a lucrative division of Eicher Motors when its other verticals slowed down in the second quarter ended June 2015.

Royal Enfield recorded best ever quarterly results with a total revenue of Rs 1096.8 crore in the second quarter, up by 47 percent from Rs746.2 crore witnessed in the same quarter a year ago.

Also Read : Eicher Motors incurs high material cost, but Royal Enfield fuels group’s Q2 net growth

About Devvyaani J

Devvyaani J
Devvyaani is a technology reporter at Automotive India News. Interested in writing on latest developments in the automobile segment.

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