Continuing its expansion around the globe, Royal Enfield is opening its headquarters of its North American unit in the backyard of Harley Davidson. The 115-year old motorcycle maker from India will open the headquarters and a store in what is known as the America's motorcycle capital Milwaukee on September 10, 2016.
Rod Copes, president of the Royal Enfield North America who is a former Harley-Davidson executive said that motorcycling itself is a lifestyle and it is huge in the Milwaukee region. Royal Enfield compliments Harley-Davidson as it is positioned below and brings motorcycles which are smaller, lighter, and affordable.
The company hopes the first store will be the start for many to come in the future. State tax breaks have brought Royal Enfield to the region of Milwaukee. But what is interesting is the location of Third Ward neighbourhood, considered to be the backyard of Harley-Davidson.
Royal Enfield believes its brand appeals to the millennials, a term used for a person from the generation born in the 1980s to the mid-1990s. The company will sell three models positioned as middleweight motorcycles and will be in the price range of $5,000 to $6,000 (Rs 3.35 to 4 lakh).