BWI: Back to the Future: Carefully, Royal Enfield becomes a Global Brand Again

Press release from Business Wire India
Source: Royal Enfield
Friday, May 27, 2011 11:38 AM IST (06:08 AM GMT)
Editors: General: Consumer interest, Fashion, Lifestyle; Business: Automotives, Media & entertainment; Automotive
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Back to the Future: Carefully, Royal Enfield becomes a Global Brand Again


Chennai, Tamilnadu, India, Friday, May 27, 2011 -- (Business Wire India) -- In the last 5 years, Royal Enfield has made significant strides in the global market. From North America to Europe in the West and Japan to Australia in the East, today Royal Enfield has a pride of place across the globe. In 2010 Royal Enfield was ranked among the top 10 selling motorcycle brands in UK in the 125-500 cc category (MCN Link) and after reviewing the available models at the Progressive International Motorcycle Show in New York in January 2011, Popular Mechanics ranked the Royal Enfield Classic Chrome and Bullet 500 among its Top 10 picks from the show (Popular Mechanic Links)

By 2012, Royal Enfield's export would contribute around 6% to its annual sales and find its presence in more than 40 countries around the world. The Brand's popularity can be gauged by the fact that Jay Leno, a popular star of "The Tonight Show" and "Jay Leno's Garage" picked out a brand new Fuel Injected Royal Enfield G5 Black Deluxe to add to his collection. Mr. Leno's new motorcycle was delivered by Mike Francovich of Royal Enfield of Los Angeles Royal Enfield Link Jay Leno is an avid automobile and motorcycle collector. He also had a widely popular internet show called "Jay Leno's Garage", wherein the Royal Enfield has been featured at (Leno Garage Link)

Commenting on this growth in exports, Dr. Venki Padmanabhan, CEO, Royal Enfield remarked "Interest in our brand in developed markets such as the U.S., U.K., Germany, Italy, France and Australia stems from the desire for some to own a piece of history; a true British Single. When they discover that vintage styling can be had at an attractive less-than-antique price, the interest heightens. Then, when they ride a Royal Enfield and are thrilled by the way in which their senses are engaged, they reach to find the rational reason to buy. There are many rational reasons now: close-by dealer and service, more reliable bikes with regular side shifting and quietly, more than 70 miles per gallon fuel efficiency!" "We are now figuring out the right brand and value positioning needed to appeal to the vastly untapped "developing country" markets that, owing to our success in India, we are well prepared to handle," he added.

About Royal Enfield

Royal Enfield is one of the oldest motorcycle companies in the world and is a division of Eicher Motors Limited. It has been a pioneer of powerful four stroke motorcycles in India since 1955.The Head Office of the Company is located in Tiruvottiyur, a northern suburb of Chennai and has marketing offices across India with over 180 dealerships. Currently, Royal Enfield exports its bikes to 29 countries in both developed as well as developing economies around the world. The company offers a variety of models catering to the needs of the traditional segments, the enthusiasts, the leisure bikers and the urban youth.

Royal Enfield also organizes and supports many adventurous enthusiast activities, events and rides across the country, more prominently the Rider Mania - an annual gathering of Royal Enfield riders from all over the country and the Himalayan Odyssey, the largest motorcycle ride over some of the toughest roads and highest mountain passes in the region of Himachal and Ladakh besides the Tour of Rajasthan, the Southern odyssey, the Tour of NH 17 and the Tour of the Rann of Kutch.

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CONTACT DETAILS
Ashim Gupta, +91 9958715553, agupta7@vecv.in

KEYWORDS
CONSUMER, FASHION, LIFESTYLE, AUTOMOTIVE, MEDIA, AUTOMOTIVE

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