Royal Enfield, when not posting stupendous growth figures in the Indian two-wheeler market, continues to rapidly add to its small but expanding export presence. The Chennai based brand presented its products at the Bangkok Motorcycle Show and announced plans to aggressively enter the Thai market in mid-size motorcycles. Royal Enfield defines the mid-size motorcycle as bikes between 250 and 750cc in displacement. Royal Enfield showed off its entire range at the Thailand International Motor Expo in Bangkok including the Bullet 500, Classic 500, Classic Chrome and the Continental GT. Royal Enfield also showed off its new range of gear and accessories for the Thai market.
Arun Gopal, head of international business for Royal Enfield said, “We have pioneered and grown the mid-size motorcycle category in India. With over 50 per cent year-on-year growth in the last five years, our ambition today is to lead and grow the underserved middle weight segment globally and this growth will largely come from markets like India such as Latin America and South East Asia, given their size and comparable commuting trends. Thailand with its already established leisure motorcycling culture and presence of several riding communities and enthusiasts, blends perfectly with Royal Enfield motorcycles that has exploration and adventure at its core. Thailand is among the largest two-wheeler markets in the world and a very important one for Royal Enfield. With highly evolved consumers, Thailand is the most evolved country in South East Asia for leisure motorcycling. With a large commuter base, this market has enormous potential to upgrade to the next level of motorcycles, if there are enough attractive product choices. With our modern classic bikes, Royal Enfield is well poised to fill this gap and catalyze the shift to mid-size motorcycles in Thailand.”
General Auto Supply Co. Ltd (GA) will be their dealer in Thailand and it will start retail operations in Thonglor, Bangkok shortly. GA will also work on expanding the aftermarket abilities of the brand in the Thai market.
Royal Enfield has been exporting motorcycles for a long time but the push to expand both volumes and markets is a recent move. The company exported roughly 2 per cent of its production last year but that is set to change as the company goes towards its goal of becoming the world’s largest mid-size motorcycle maker.