Royal Enfield Has A Different Approach For Global Markets

The iconic motorcycle manufacturer caters to different types of segments in the India and is popular among travelling enthusiasts be it, men or women. Royal Enfield has always appealed to everyone in the country.

However, in the US most of the purchases are by women who find the motorcycle as a compact and easy-to-ride bikes. Royal Enfield is looking to enter the global market as a leader in the mid-size engine manufacturer, and the US and the UK are the biggest markets.

Siddhartha Lal, MD, and CEO, Eicher Motors, said "In the US, the Royal Enfield motorcycles fit in really well as the second bike in the household, used by both men and women. In north America, we are considered a smaller motorcycle and we've had a lot of women finding it easy to ride our bikes which is good news for us,"

Take for example in Latin America, he said, "In South East Asia and Latin America people have a memory of British motorcycles in general," added Lal. "For instance, Che Guevara used to ride a British motorcycle. All of that helps our brand because Royal Enfield as a brand originated in Britain,"

He also said that Royal Enfield will first create the brand awareness by launching in the city of the country and then move on to other cities once the brand is well known.