Royal Enfield to Open North American Headquarters in Milwaukee

Aug 31, 2016 View Comments by

Royal Enfield recently announced its first wholly owned subsidiary outside India. The company’s North American headquarters and showroom will open in Milwaukee’s 3rd Ward on September 9, 2016.

Royal Enfield Continental GTWith roots dating back to 1901 in Redditch, England, Royal Enfield is looking to re-establish middleweight motorcycling in North America and appeal to those of us with wanderlust. In a statement, Siddhartha Lal, CEO, said, “Our motorcycles are inspired by the classic bikes throughout motorcycling history, in form and in simplicity; and they capture the feeling of freedom, fun, and responsiveness that riders were trying to achieve then.”

The lineup will include the iconic Bullet 500, Classic 500, and the Continental GT, with prices ranging from $4,995 to $5,995. While Royal Enfields have been exported to North America for 15 years through an independent distributor, this will be the company’s first North American headquarters and company-owned dealership.

The expansion to Milwaukee will take place under the leadership of former Harley-Davidson executive Rod Copes, who will be responsible for managing its operation in the market including marketing, communications, sales, warranty, service, dealership development, and finance. All manufacturing will continue to remain in Chennai, Tamil Nadu, India, where Royal Enfield has been manufacturing since 1955. Global headquarters will continue to reside in Gurgaon, Haryana, India.

“In a post performance era where American riders are looking for machines that are easy to own and maintain, Royal Enfield offers evocative and unintimidating modern classic motorcycles, with timeless appeal. Royal Enfield’s first fully branded retail store in the United States will soon be launched in Milwaukee that will retail its entire product line-up of motorcycles and gear. Over the next 18 months we plan to launch several such stores in key metropolitan areas across the U.S. We are also focusing on building a strong independent dealer network that will maximize our brand awareness and sales,” said Copes.

To learn more, visit Royal Enfield USA.

Source: Royal Enfield


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