Royal Enfield has set up a direct sales subsidiary in the US, the company's first outside India. The company also plans to open its fully-branded retail stores in the US that will sell its entire product line up of motorcycles and gear.
According to what the company said in a filing to the BSE, the subsidiary will sell products directly to dealers as well as to customers.
Also, the company will handle market development and support activities such as marketing, service, after sales, etc. for the Royal Enfield brand in North America.
Rudratej Singh, the President of Royal Enfield said, "North America is a key international market for Royal Enfield with a rich history of riding enthusiasts."
"Given the lack of attractive options in the mid-size segment, we are well poised to fill the gap and serve potential customers at a close, intimate level by localising our operations in North America."
Currently, the Royal Enfield line up in North America includes Bullet 500, Classic 500 and the Continental GT, priced between USD 4,995 to USD 5,995.
Royal Enfield has been exporting bikes to North America for 15 years now.