Royal Enfield has inaugurated its first exclusive brand store in Melbourne on Wednesday. The new outlet started as a part of company's growth strategy in Australia. The manufacturer is aiming to be leading player globally in mid-sized motorcycle segment (250-750cc).
Rudratej Singh, President Royal Enfield said, "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% growth we have received in the first three-quarters of 2016, compared to same period last year."
He added, "This growth will be fuelled by our close proximity to the customer through over 25 dealerships across the country, this exclusive brand store and our evocative product range, available at accessible price points that will appeal to motorcycling enthusiasts.
"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."
The new store covers 1655 square feet in area which serves not only Royal Enfield's motorcycle range but also apparels and accessories.
"As a part of ‘city strategy' we now have 19 exclusive brand (concept) stores outside of India, in nodal cities like Milwaukee, London, Paris, Barcelona, Madrid, Valencia, Bogota, Medellín, Dubai, Jakarta, Bangkok and now in Melbourne, to create a robust eco-system offering a highly differentiated retail experience and aftermarket capabilities, rides and community events and other adjacencies that bring to life the heritage and world of Royal Enfield," Rudratej said.
Royal Enfield is planning to double its production by 2018, to 9,00,000 motorcycles. In 2015, the manufacturer sold more than 4,50,000 units globally. Its product lineup in Australia includes the Bullet 500, Classic 500 and 350cc, the Continental GT cafe racer 535cc, and the latest addition, Himalayan 410cc.