Royal Enfield Expands Its Latin American Safari, Enters Argentina

Royal Enfield, a global leader in mid-sized motorcycle segment and the oldest motorcycle brand in continuous production, seems well set to make inroads into the Latin American market. Royal Enfield has just opened its first flagship outlet in the central business district of Buenos Aires at Avenida Del Libertador 3344, Vicente Lopez. It actually is a full scale operation, including after sales, spares and service. Interestingly, Buenos Aires represents the largest motorcycling community in that country and Argentina is the second biggest motorcycle market in Latin America.

"Royal Enfield already is the fastest growing motorcycle brand in the world. The approach of the company in international markets has always been to focus on key cities that strongly influences the motorcycling and lifestyle culture in the country. The network of our flagship outlets has been fast growing and it is already present in nodal cities like London, Paris, Madrid, Barcelona and Melbourne, just to name a few. More recently our focus has been on fast emerging motorcycle markets, like South East Asia and Latin America. We are now fast expanding our footprint in the Latin American region, where we already have established presence in key cities like Sao Paulo, Medellin and Bogota. The flagship outlet in Buenos Aires fits right into our city-focused global expansion approach. Here the local people are looking for fun, evocative, leisure motorcycling options that are practical for city-riding as well. We look forward to bringing the Royal Enfield world of pure motorcycling to Argentina that will enable us to realize our competitive potential in the second biggest motorcycle market in the South American region,” said Rudratej (Rudy) Singh, president, Royal Enfield.

Royal Enfield has roped in Grupo Simpa as its official dealer-partner for Argentina and the latter will look after all market development and support activities such as marketing and aftersales, for the brand in the country. As part of its overall growth strategy and focused international thrust of leading and expanding the global mid-sized motorcycle market, Argentina is the third country after Brazil and Colombia in the Latin American region to have an exclusive Royal Enfield store.

It is pertinent to mention here that Brazil, Argentina and Colombia are among the three most important markets for Royal Enfield in Latin America. Beyond India (the biggest market for the brand with over 790 dealerships), Royal Enfield motorcycles reach consumers and enthusiast in more than 50 countries worldwide, through 540+ dealerships and 36 exclusive brand stores in nodal cities such as Milwaukee, London, Paris, Madrid, Barcelona, Melbourne, Sao Paulo, Bogota, Medellin, Dubai, Bangkok, Jakarta, Manila, Ho Chi Minh City, and now Buenos Aires. Royal Enfield sold more than 660,000 units globally in FY 2016-17, and intends to ramp-up its production capacity to up-to 900,000 motorcycles by end of 2018, to meet its increasingly rising global demands.