In September, Royal Enfield started US operations based in Milwaukee. First, a little history: The British motorcycle company started in 1893 as the Enfield Cycle Company. They built motorcycles, fixed engines, and lawnmowers. Additionally, and as with a lot of early motorcycle companies, they also built bicycles and weapons, including the Enfield rifle.
In 1901, the first Royal Enfield brand motorcycle was built. In 1955, they started a partnership with Madras Motors creating Enfield of India. Today, they build 675,000 motorcycles a year in India. Royal Enfield produced motorcycles in Britain until 1970 when they went out of business.
One claim to fame Royal Enfield has is that their Bullet model spans the longest period of time for any style of motorcycle. Since they started in 1901, and the motorcycles have been consistently manufactured by some company since then, they also lay a claim to being the oldest motorcycle company in the world.
Just under two months ago, the India-based Royal Enfield started US operations. They have started out with a very small group of US employees, 20 in total with 10 of these employees in their office in Milwaukee. The Royal Enfield’s are warehoused and shipped from Dallas.
Led by Rod Copes, a former executive at Harley-Davidson, the motorcycle company will be targeting millennials. Part of targeting the millennials is having throwback style bikes with smaller displacement engines that are also sold at a lower price. The Royal Enfield line up has three models (Bullet 500, Classic 500 and Continental GT 535 Racer) that are all sold for less than $6,000.
They currently have 30 dealerships in the US and Canada. Rather than trying to start dealerships with only Royal Enfield’s being sold (which would likely fail), they are targeting multi-brand dealerships.
You can read more on the Royal Enfield USA site. Let us know what you think of the Royal Enfield Company and style of their motorcycles on social media.