Royal Enfield, the iconic motorcycle manufacturer, has achieved a new milestone by crossing the 100,000 sales mark in exports in FY22-23. This is a testament to the company’s unwavering focus on international expansion and growth, despite the challenges posed by macroeconomic factors. To further bolster its global presence, Royal Enfield has recently inaugurated a new completely-knocked-down (CKD) plant in Brazil, taking its total number of CKD plants worldwide to four.

The company’s other overseas CKD plants are situated in Colombia, Thailand, and Argentina. According to Siddhartha Lal, the Managing Director of Eicher Motors Ltd., Royal Enfield now commands a market share of 7 to 8 per cent in the middle-weight category in the Americas. This is an impressive feat, considering the stiff competition in this segment from established players.

Lal believes that Royal Enfield’s success in the middle-weight category can be attributed to the company’s ability to develop bikes that are easy to ride and fun to handle. He added that the company is well-positioned to become a leader in this category internationally, just as it has in the domestic market. The middle-weight category comprises bikes with engine capacities ranging from 250cc to 750cc.

Royal Enfield’s bullish attitude towards its overseas operations is reflected in its plans to distribute directly in the UK and expand further into other overseas markets. Lal explained that instead of having a master distributor, the company is doing marketing and distribution itself and appointing dealers directly in the UK. This strategy has been successful in the US, Thailand, and Brazil, and the company hopes to replicate this success in the UK.

With 150,000 retail outlets worldwide, Royal Enfield is well-placed to grow its market share in the middle-weight category. The company’s international expansion plans and its focus on developing bikes that are easy to ride and fun to handle have enabled it to carve out a niche for itself in the highly competitive motorcycle market. As Royal Enfield continues to innovate and expand, it is likely that it will achieve even greater success in the years to come.