Royal Enfield To Set Up Showrooms In The US

1electrabulletRoyal Enfield, originally, a British motorcycle company and now a subsidiary of Eicher Motors based in India is targeting in North America the mid-size market segment between the Harley Davidsons and Indians on the one end and the regular 200 cc bikes on the other. To implement this strategy, Royal Enfield has already set up a distribution subsidiary (the first outside India) in Milwaukee, Wisconsin. Current distributor Classic Motor Works located in Minnesota will no longer distribute Royal Enfield motorcycles by the end of 2015. The subsidiary will directly sell to dealers and even to customers as well as directly conduct all market development and support activities such as marketing, service, after sales etc for the brand in North America.

RE1During the next 18 months the company also plans to open several Royal Enfield showrooms in key metropolitan areas across the US. The models sold will include the Bullet 500cc, Classic 500cc and the Continental GT 535cc cafe racer, priced between $4,995 and $5,995. Manufacturing will remain in Chennai, where Royal Enfield motorcycles have been manufactured since 1955. An appealing alternative in the mid-size segment of motorcycles between 200 & 550 cc, more than 300,000 “modern classic motorcycles with timeless appeal” Royal Enfields have been sold around the world in 2014. In 2015, the company aims to produce 450,000 motorcycles to support its growth strategy globally.

11 Responses to “Royal Enfield To Set Up Showrooms In The US”


  1. 1 Dyno Aug 18th, 2015 at 9:47 am

    Both Harley & Indian should release a model under 500 cc around $3500/4000 and make youngsters grow with the brand.

  2. 2 Kirk Perry Aug 18th, 2015 at 10:13 am

    Liking the time they spent on the upswept muffler and curved end-piece. Finally putting some Ariel Red Hunter style back into motorcycle. Style sells.

  3. 3 Woody's Aug 18th, 2015 at 11:21 am

    @Kirk- big +1, despite the various reasons Scouts or Streets are better bikes (at least for the US market) it’s bikes like this Royal Enfield that would draw the biggest crowd if they were all parked side by side.

  4. 4 Rush Aug 18th, 2015 at 12:24 pm

    Pretty small bikes. It’s where beginners need to begin.

  5. 5 James just another Crazy Kiwi Aug 18th, 2015 at 2:35 pm

    See a number over here you see older guys who are aging and want a smaller bike to ride around on with a bit of class. They often had Pommie bikes before so I guess this is kind of reliving your youth

  6. 6 NoH2oh Aug 19th, 2015 at 2:19 am

    At least they do not hide the fact they are made in India ;)….that being said the Continental GT might just be the most legit of the new retro bikes. They recently bought Harris Performance UK. These guys have a plan. They ain’n no HERO.

  7. 7 Chris Cope Aug 19th, 2015 at 3:40 am

    Wonder if the US models will come with the saari guard pictured, or is that something you have to pay extra for? From a practical standpoint, I suppose you could strap a Kriega bag to it.

  8. 8 SIGFREED Aug 19th, 2015 at 8:54 am

    Small capacity bikes in BIG America is always interesting.

    Eg I did not see Cleveland Cycles en masse in a nationwide zen renaissance in the US.

    What I do see though, is the performance upgrade industry, doing (in many ways) better than before.

    The fact is: the US is not big on small bikes.

    Must say though, if there are only two bikes available on this lonely planet, the I will take a RE (Bullet) as opposed to the Street 500, it is lighter with more torque and looks much better.

  9. 9 BCinSoCal Aug 19th, 2015 at 10:19 am

    Still feel the Enfield offers the best bike and value in its class, I’d be happy and would prefer starting my kid on one. Classic English style, it’s what many of us older riders started on.

  10. 10 Tom Ryan Aug 19th, 2015 at 5:09 pm

    To me, these new Enfields still have that late 50’s to early 60’s look. It’s too bad they didn’t create some bike styles similar to what Old Empire Motorcycles did to that 400 Suzuki which was featured on Cyril’s blog on Aug.17th.

  11. 11 James Aug 21st, 2015 at 8:40 am

    I think that them putting their first dealership in Killwaukee is hilarious. And the fact that some Harley global bigwig left Harley corporate to run the RE business is just ironic as hell.

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Cyril Huze