SPREADING FOOTPRINT IN SOUTH EAST ASIA

Interceptor 650 won the prestigious ‘Best Modern Classic Middle-Weight’ a prestigious category award at the Thailand Bike of the Year 2019 awards.

Globally, the motorcycle enthusiasts are increasingly looking to own machines that can provide them individuality, introduce them to the world of pure motorcycling and give them a chance to own a piece of history.

Royal Enfield is steadily expanding its presence in the international markets to cater to these enthusiasts with its evocative and accessible motorcycles that mix historical roots with modern technology.

In 2018-19, Royal Enfield continued with its efforts to enhance presence in the South East Asian markets. The Company added new stores in Malaysia and Thailand taking the number of our exclusive stores to 9 in South-East Asian region for the year. The countries in South East Asia are largely commuter segment driven but have strong motorcycling culture. Their regions have several amazing terrains, country roads, mountain passes, naturally preserved landscapes, and scenic highways making them an ideal location for rides on Royal Enfield’s motorcycles.

To deepen its association with the motorcycling community in the South- East Asian region and to encourage and enable its customers in the lifelong pursuit of exploration, Royal Enfield organised the first ever Tour of Indonesia and the second edition of the Tour of Thailand. Both the rides received tremendous response from customers and the motorcycling community in their respective countries.

Paving a new chapter in Thailand

Royal Enfield motorcycles have received an overwhelming response in Thailand, ever since its entry three years back. Having a motorcycling culture, customers in the country find Royal Enfield’s modern classics as the perfect machines that are brilliant for long rides on the highway and perfect for city traffic commuting, leading to its tremendous demand. Thailand’s robust leisure riding culture and massive segment of commuters ready to upgrade to more premium motorcycles, offers significant growth opportunities.

Royal Enfield is channelising its efforts to become a part of the fabric of its rich motorcycling culture. It has established a wholly-owned subsidiary in Bangkok, its first in the Asia-Pacific region. This localisation strategy is driven by the intent to serve customers at a closer and more intimate level.

Thailand is Royal Enfield’s third home after its origins in UK and success in India. It is because of this importance that Thailand was chosen as one of the first markets in Southeast Asia where the 650 Twins were unveiled in December, 2018 at in Bangkok with more than 120 automotive and business journalists in attendance. Post the commencement of retail availability in December 2018, Royal Enfield has received a significant number of bookings and in February 2019, Royal Enfield delivered 100 of the 650 Twin motorcycles to customers on a single day. The Interceptor 650 and the Continental 650 are ideal to fill the gap in the underserved mid-weight motorcycle segment in the country. Royal Enfield has aggressive plans to strengthen its standalone dealers and authorised service centre network across Bangkok and the Greater Bangkok area, Phuket, Pattaya and Chiang Mai.