- Jan 10, 2016
Ever since their new-generation 650cc twins released in 2018, Royal Enfield (RE)'s reputation & sales figures has taken off in the international markets. So much so that even a platform which was never 'meant' for an international customer base like the preceding Himalayan ADV is racking up respectable sales & a well-earned reputation for ruggedness & affordability.
So much so that the Interceptor even climbed to the top of the sales charts in the UK:
Royal Enfield's 650 formula has been a success not only in India, but other global markets as well.
And recently in New Zealand as well:
Royal Enfield's popularity started to grow on a global scale with the launch of the 650 twins - Interceptor INT 650 and Continental GT 650 - 2018.
While it would be imprudent to say RE has surpassed the likes of BMW Motorrad or the Japanese giants when it comes to dominating sales charts overall (each year RE only barely manages to stay in the Top 10 brands in UK over cumulative sales of all models; to be expected though considering RE caters to only a small section of the market unlike the companies mentioned above) - what CAN be stated quite assuredly is that RE has for sure learnt how to tap into market niches, use them to expand their foothold to make a name for themselves, and emerge as a mainstream international brand in doing so.
The current RE management certainly has their sights set on the same:
Royal Enfield is targeting a 10 per cent market share in mid-size bikes in the export market
Even the smaller-displacement models which otherwise were not expected to get that much of a response in developed markets (like the new Meteor) are outperforming in bookings & sales.
We can comfortably say that the days of RE being nothing but a cult favourite that manufactures classic designs like the Bullet using the same tooling & machinery from their British days back in the 50s, are effectively over...and they were over for a long time, the replacement of the old 350UCE machines with the new 350 J-platform across the board would be the last nail in the coffin of old RE, and the last brick in finishing the construction of new RE. An RE that stands for quality & immense value.
With a slew of new models around the corner (including expansion of the 650 twin family to include cruiser & ADV members) and an expanding international dealer network, this bull run of RE is not going to stop any time soon. I would say with confidence that RE may be the first true global brand that India has produced - that too in a highly competitive and established industry like automobiles. At the very least - this is a story that deserves to be followed.
@Haldilal @COLDHEARTED AVIATOR @Indx TechStyle