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Royal Enfield all set to thump Colombia

Snapshot: With the appointment of Corbeta Group as its exclusive distributor in Colombia, Royal Enfield is ready to cater to the Latin American nation

After a highly successful run in 2013 and 2014 so far, Royal Enfield (owned by Eicher Motors Limited) has decided to spread its wings further by adding Colombia to the list of 40 nations it has a presence in. To make things easy for Royal Enfield this time, Corbeta Group has decided to lend a helping hand by taking care of the supplying, marketing, reselling, distribution and servicing duties for the Chennai based motorcycle manufacturer.

Under this collaboration, Corbeta Group will open exclusive Royal Enfield showrooms in various parts of Colombia which will sell the successful models like Bullet, Classic and Rumbler (Thunderbird in international markets) in both the options (350cc and 500cc) along with the 535cc Continental GT. The brand hopes to ride high on the legacy it carries with it since its inception in 1901 which also makes it the oldest motorcycle company in continuous production. The dealerships will also be dealing in the apparels and accessories Royal Enfield launched fairly recently.

Commenting on the new development, Mr. Siddhartha Lal, CEO, Royal Enfield said, "At Royal Enfield we believe that the leisure motorcycling across the world has gone extreme with machines that are super sized, ungainly and expensive to buy and own. While a lot of these attributes will continue to remain in motorcycling, there is a space for something very different. Our unique form of motorcycling is centred on the idea of an absolute connect between the rider, his bike and the terrain he rides through. We call this Pure Motorcycling. We have been working very hard to create motorcycles that engage deeply and are fabulous to ride in real world riding conditions and speed. With a range of modern classic bikes, Royal Enfield brings to Colombia a new category of mid-sized motorcycles (250cc-750cc) that will make leisure motorcycling more accessible and fun.” 

Commenting further on the Corbeta Group, he added, “Royal Enfield has had a great run in the recent past with a 50% year-on-year for the last three years and aims to become a leading player in the global mid-sized motorcycle segment. Colombia is a strategic market for Royal Enfield given the potential of its motorcycle industry and the fabulous riding terrain. The Corbeta Group’s in-depth understanding of the Colombian market, proven credentials in the motorcycle business, infrastructure and aftermarket capabilities synergize very well with Royal Enfield’s differentiated product offering and brand experience.”

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