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|19th August 2015, 11:26||#1|
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Royal Enfield sets up sales subsidiary in USA
Royal Enfield has set up a new direct sales subsidiary in the US. This subsidiary is the first one for the company outside India and will directly sell to dealers and customers. It will also conduct all market development and support activities such as marketing, service and after sales for the Royal Enfield brand in North America.
Royal Enfield has ambitions to become a global player in the mid-sized motorcycle segment (250cc-750cc). The company considers North America a priority market. At present, it sells the Bullet 500cc, Classic 500cc and the Continental GT 535cc cafe racer in the continent. These products are priced between $ 4,995 and $ 5,995.
Royal Enfield is also planning to open its first fully branded retail store in the US. This store will be located in Milwaukee and will sell its entire product line of motorcycles and gear. The company plans to open more retail stores in metropolitan areas in the US over the next eighteen months.
Royal Enfield has been exporting motorcycles to North America for 15 year. At present the bikes are distributed through Classic Motor Works (CMW), which is located in Fairbault, Minnesota. CMW is not likely to sell Royal Enfield products after the end of 2015. Therefore, the company is planning to set up an independent dealer network.
Source: ET Auto
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