Advertisement

  • News
  • Columns
  • Interviews
  • BW Communities
  • Events
  • BW TV
  • Subscribe to Print
BW Businessworld

New Chapter For Royal Enfield In Thailand With A Wholly-Owned Subsidiary

Thailand CKD assembly plant, Royal Enfield’s first outside of India, planned by June 2019

Photo Credit :

1553261668_tQXA2k_RqMeZC_650_4.jpg

Royal Enfield, today announced the formation of its first wholly-owned subsidiary in the Asia Pacific region, in Thailand. With a tremendous demand for its retro motorcycles, Thailand will also host Royal Enfield’s first assembly plant outside of India, which is planned to commence operations by June 2019. 

Announcing the company’s plans for Thailand, Siddhartha Lal, CEO, Royal Enfield, said, “Ever since we commenced sales in Thailand three years ago, we have been absolutely delighted by the love we’ve received from riders here. Our customers in Thailand have discovered that our modern classics are brilliant for long rides on the highway while also being perfect to commute on in heavy traffic in the city. We are committed to focusing our energies on becoming part of the fabric of this country’s rich motorcycling culture, and our decision to start assembling our motorcycles in Thailand is a sign of Royal Enfield’s long-term commitment and growing confidence in the market.’’

Thailand was one of the first markets in Southeast Asia for Royal Enfield’s new Interceptor 650 and Continental GT 650 Twins, based on an all-new parallel twin engine platform. Since their unveiling in December 2018, the 650 Twins have already received over 700 bookings in Thailand, with over 100 motorcycles delivered till date. 

“Thailand has become Royal Enfield’s third home after its origins in UK and success in India. The initial success of the 650 Twins in Thailand has proven that Royal Enfield is well poised to fill the gap in the mid-size segment,’’ said Siddhartha. “With a massive segment of commuters ready to upgrade and a robust long-distance, leisure riding culture in the country, Thailand offers huge headroom for growth for Royal Enfield. We believe that localising our operations in Thailand will allow us to serve our customers at a closer and more intimate level .” 

Talking about Royal Enfield Thailand’s business plans, Vimal Sumbly, Head Business, APAC Region, Royal Enfield said, “Royal Enfield started with one store in Bangkok, which has been instrumental in helping us understand this market. We have an aggressive plan to expand our reach to about 15 standalone dealers and 25 authorized service centers by March 2020. The expanded reach will offer customers better accessibility and convenience in Bangkok and the Greater Bangkok area, Phuket, Pattaya and Chiang Mai.”

The Interceptor 650 recently won the prestigious ‘Best Modern Classic Middle-Weight’ award at the Thailand Bike of the Year 2019 awards.

Read our full review of the 650 Twins here


Tags assigned to this article:
royal enfield Royal Enfield Twin Bikes
sentifi.com

Top themes and market attention on: