Royal Enfield Strengthens Its Foothold in Global Markets

In a time when global motorcycle brands like Triumph & Harley-Davidson are challenging Royal Enfield's dominance in India, the Chennai-based manufacturer is aggressively expanding its market share in their home countries – the United Kingdom (UK) & the United States (US).

Royal Enfield, based in Chennai, has become the leading seller of mid-size motorcycles in the UK, which happens to be Triumph's home turf. They sell one out of every five middle-weight bikes (ranging from 250cc to 750cc) in Great Britain. Additionally, in North America, where Harley-Davidson originates from, Royal Enfield already secured 8% of the mid-size motorcycle market last year.

In the fiscal year 2023, Royal Enfield shipped over 100,000 motorcycles globally, marking a significant growth in various international markets. For instance, it holds the top position in South Korea, second place in Thailand, and ranks third in Austria, France, and Italy.

Royal Enfield boasts a network of more than 1,000 stores worldwide and assembles motorcycles in five different locations, including Brazil, Argentina, Colombia, Thailand, and Nepal. Soon, the company plans to establish another assembly plant in Bangladesh.

1. Govindarajan, the CEO, mentioned that the company has been dedicated to building a presence in these markets for several years. They have successfully provided a "premium motorcycle ownership experience," from communication & distribution to customer events, and are now beginning to show positive results.

Mario Alvisi (ex-Ducati) & Alfa Romeo Alum Joins RE EV Business

Royal Enfield has appointed Mario Alvisi as the Chief Growth Officer for its electric vehicle (EV) division to establish a strong presence in the zero-emission vehicle market. The company has set up a dedicated EV unit and is assembling a senior leadership team to shape its future in electric vehicles. This appointment follows the hiring of CTO Umesh Krishnappa, who is working on creating a dedicated electric vehicle portfolio for the company.

In his role, Alvisi will oversee the EV business, including branding, market entry strategies, and product strategy. He will report directly to B. Govindarajan, the CEO of Royal Enfield.

Siddhartha Lal, MD of Eicher Motors, stated, "Mario has an impressive track record, and he will be responsible for the commercial aspects of our EV business. It's a new growth segment for us, and he will be dedicated to building our EV business."

Alvisi, a veteran in the automotive industry with experience at Ducati and other renowned brands like Abarth & Alfa Romeo, assumed his position at Royal Enfield in July. He will be based in Chennai.

Royal Enfield is gradually expanding its team and product portfolio to cater to a global audience. The company is actively recruiting global talent to support its ambitions. According to sources, Royal Enfield is expected to invest over Rs 1,500 crore in its EV business. He has acquired additional land in Cheyyar to expand its manufacturing capabilities for the future.

While specific investment figures were not disclosed, Govindarajan mentioned that Eicher Motors has applied for the PLI (Production Linked Incentive) scheme, which involves an investment of Rs 2,000 crore for Royal Enfield and the commercial vehicle business. The first electric vehicle from Royal Enfield is planned for launch in 2025, and the company has already conducted tests on various EV prototypes, claiming differentiation from its internal combustion engine models.

Until we get further details, don’t forget to read about the newly launched 2023 Honda Hornet 2.0 with a 10-year warranty!

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