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Royal Enfield established its exclusive direct sales subsidiary in US

Royal Enfield established its exclusive direct sales subsidiary in US

Snapshot: The subsidiary will also distribute the products to various dealers across the region while selling Royal Enfield motorcycles directly to the North American customers.

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Royal Enfield has set up a one of a kind subsidiary for the direct distribution of its motorcycles in the US. Instead of collaborating with any of the companies or the distributors, the Chennai based manufacturer has decided to play alone.  The new subsidiary will be responsible for all the operations including sales, after-sales service, spare sales and marketing etc.

The subsidiary will also distribute the products to various dealers across the region while selling Royal Enfield motorcycles directly to the North American customers. It’s been almost fifteen years since Royal Enfield is active in North America now. The new establishment will deal in Royal Enfield motorcycles like Bullet 500, Classic 500 and the Continental GT 535 cafe racer, which are priced between USD 4,995 to USD 5,995 (Rs 3.26 lakh to Rs 3.91 lakh). Royal Enfield also plans to launch its first fully branded retail store in Milwaukee, US.

Rudratej Singh, president, Royal Enfield, said, "North America is a key international market for Royal Enfield with a rich history of riding enthusiasts. Given the lack of attractive options in the mid-size segment, we are well poised to fill the gap and serve potential customers at a close, intimate level by localising our operations in North America."

Share your views in the comment section below, and let us know what you think of Royal Enfield’s strategy to dominate the middle weight motorcycle segment. 

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