Royal Enfield forays into Japan Opens first standalone, flagship store in Tokyo

 

Further cements position in South East Asia with entry into Japan 

India, 29th January, 2021: Royal Enfield, the global leader in the mid-size motorcycles (250 cc - 750cc), today announced the launch of its first standalone, flagship Store in Tokyo, commencing its operations in Japan. Located in Suginami-Tokyo, the newly inaugurated store will have the complete suite of Royal Enfield motorcycles, apparel and accessories, in addition to spares and service. The store launch was done via a digital press conference today addressed by Vinod K Dasari, CEO of Royal Enfield, and Vimal Sumbly, APAC Business Head, Royal Enfield. 

This is a fresh start for Royal Enfield in what is perhaps the most iconic automobile market in Asia Pacific region. This strategic announcement is in line with Royal Enfield’s focused international thrust of leading and expanding the global mid-sized motorcycle segment (250-750cc). 

Speaking at the launch, Vinod K Dasari, CEO, Royal Enfield said, “At the heart of everything we do, lies the fundamental experience of life that is authentic and real, and with that ideology we have not just pioneered and led, but also expanded the mid-size segment in India and across the world. We see a clear opportunity to be able to do the same in Japan as well, with a huge commuter base seeking out real adventures and experiences, looking to upgrade to a motorcycle that enables them to kick-start the active lifelong pursuit of exploration, and at the same time is accessible and practical enough for daily riding conditions. Japan has an evolved motorcycling ecosystem and a matured riding culture. Not just our motorcycles, but our complete range of purpose-built apparel and accessories will also cater to the riding enthusiasts in the country. ” 

Commenting about plans for the market, Vimal Sumbly, Royal Enfield’s Head of Business - APAC markets, unveiled an ambitious outlook “Royal Enfield has become a very important player in the global mid-size motorcycle market by re-inventing this space with motorcycles that are evocative, engaging and great fun to ride. We are delighted to be formally entering Japan, which happens to be one of the key motorcycling destinations for avid motorcyclists around the world. Together with our Distributor, PCI Co. Ltd., we are going to build a bigger, more exciting motorcycle community in Japan.”

Royal Enfield, born in 1901 in the city of Redditch in the UK has challenged the conventions of the motorcycle industry for more than a century. The brand has a  strong and storied legacy of 120 years that includes the unique distinction of being the world’s oldest motorcycle brand in continuous production, with the Bullet. 

Royal Enfield entered the Japanese market with five of its widely popular models featuring single-cylinder & twin cylinder engines. The available models include the iconic standard street model, the Bullet 500; the retro street model, the Classic 500; the versatile and capable adventure tourer, the Himalayan (411cc), the quintessential modern-classic roadster, the Int 650, and the authentic cafe racer, the Continental GT 650

Delivering the brand philosophy of ‘Pure Motorcycling’ in every aspect of the ownership experience, Royal Enfield’s first exclusive showroom in Tokyo, Japan intends to create a robust ecosystem comprising of highly differentiated retail experience, aftermarket capabilities, rides and community events and other adjacencies that bring to life the heritage and world of Royal Enfield. 

Together with PCI Co. Ltd., Royal Enfield has plans for ambitious business growth and expansion in Japan, and will ensure the best customer service and experience.  

#RoyalEnfield #PureMotorcycling #RidePure #120yearsofRoyalEnfield

About Royal Enfield 

The oldest motorcycle brand in continuous production, Royal Enfield has created beautifully crafted motorcycles since 1901. From its British roots, a manufacturing plant was established in Madras in 1955, a foothold from which Royal Enfield spearheaded the growth of India’s mid-sized two-wheeler segment. Royal Enfields are engaging, uncomplicated, accessible and fun to ride; a vehicle for exploration and self expression. It’s an approach the brand calls Pure Motorcycling. 

Royal Enfield’s premium line-up includes the all-new Meteor 350 cruiser, INT 650 and Continental GT 650 twins, the Himalayan adventure tourer, and the iconic Bullet 350 and Classic 350 singles. Riders and a passionate community are fostered with a rich profusion of events at a local, regional and international level. Most notable are Rider Mania, an annual gathering of thousands of Royal Enfield enthusiasts in Goa and Himalayan Odyssey, a yearly pilgrimage over some of the toughest terrain and highest mountain passes.

A division of Eicher Motors Limited, Royal Enfield operates through 921 large format dealerships and 638 studio stores in all major cities and towns in India and exports to over 60 countries around the globe. The company’s two state-of-the-art production facilities are located at Oragadam and Vallam Vadagal, near Chennai. Royal Enfield recently invested in two world-class technical centres, in Bruntingthorpe, UK, and Chennai, India, and in 2020 opened its first assembly unit outside India, in Buenos Aires, Argentina. With more than 17% growth year-on-year for the last 5 years and sales in international markets up 96% in 2019-20, Royal Enfield is the leader in the global mid-size motorcycle market.