Posted on 09/01/2015 11:26:57 PM PDT by sukhoi-30mki
With less than 1,000 motorcycles sold in the U.S. last year, the Royal Enfield brand has a somewhat underground presence. But the newly hired Milwaukee team — equipped with years of experience at Harley-Davidson Inc. — plans to change that.
Royal Enfield last month announced it has set up a North American headquarters for distribution and sales in Milwaukee, with Rod Copes, former head of global sales and customer service for Milwaukee-based Harley-Davidson Inc. (NYSE: HOG), at the helm as president.
Copes' team set aggressive distribution goals for the end of 2016, looking to serve the middleweight motorcycle market as a complement, not a competitor, to Harley's products.
"We’re building and repositioning the brand," Copes said. "We want to be the most influential worldwide in that middleweight market, from 250cc to 750cc."
Ryan Hoffins, vice president of marketing and another former Harley employee, said the company hopes to establish relationships with 80 to 100 independent dealerships around the country by the end of 2016, and open five to eight corporate-owned dealerships in the states that allow them. Previously, the company had exported bikes through a small Minnesota-based distributor, who will no longer be involved after 2015.
The first corporate dealership will be located in the group's future offices in the first floor of the Mitchell Leather building in Milwaukee's 3rd Ward neighborhood. Copes said the 3rd Ward location represents a strategic effort to target new audiences that don't typically embrace motorcycles, such as millennials and women. With smaller, lighter bikes than many of the prevalent brands, Royal Enfield could have a wider appeal than what's on the market. The bikes also have a smaller price tag, at between $5,000 and $6,000, compared with Harley's Street 500, the Milwaukee manufacturer's only comparable bike, at almost $7,000.
"We see an opportunity for spouses of Harley riders, especially females who are used to riding on the back, to get their own bikes," Copes said. "We hear continuously that bikes in the market just aren’t conducive to women’s stature."
Hoffins said the Royal Enfield brand also could appeal to residents of large cities where it's expensive and inconvenient to own a car.
"We’ll offer an alternative to both big bikes and scooters," he said.
And while the Milwaukee location on the surface looks like a jab at Harley, Copes said it was primarily a decision based on talent, as Copes and several other hires were already based here.
By 2017, Royal Enfield plans to build its Milwaukee office to 25 employees. It currently employs 12. Copes said the company has no plans to bring any manufacturing to the U.S., but could foresee doing customization and configuration here in the future. "We won’t duplicate what they do in India," he said.
"There’s no way we could compete with their cost structure."
The company sells three models in the U.S. — the 535cc Continental GT, the 499cc Classic 500 and the 499cc Bullet.
What ever happened to the old “Wizzer’ bikes?
I saw one the other day. I think they are back in production.
I want one.
I want one.
C’mon, it’s “old school”.
I had one that looked almost exactly like that, only it was a thumper. A 1951 Indian Brave (Royal Enfield) Glad to see it lives on.
Yeah...but you'd "be cool" as the meatwagon scraped you up.
It ain’t a Harley!
My only encounter with an RE was at a local weekly car show.
The owner was waiting for a friend with a trailer to haul it back home. It looked cool in the parking lot, though. A sixties throwback (in more ways than one).
They are trying to revive the Indian motorcycle brand too. I looked at the of their bikes. They have that retro look, but in Indian’s case, it is still ugly. They also seemed overpriced. I like the style of the Triumph bikes, but they are not American.
Both!
Indian's been back for a couple years, now. Polaris builds 'em.
Maybe. Just noticed them in the last year. I don’t get the impression they’re making much of a splash.
dear norton,
I remember the Norton commando well.
I do remember a Triumph bike that was a one-banger with a kickstarter ... ouch.
The 883 Sportsters were a ticket for a long time, and many of them became choppers, back then.
I would think, if they intend to market towards female riders of their first bikes, an electric starter, but with the kickstart as a backup, might be their intention.
Dad was a 50’s biker, so I was well schooled before i became of age, to get one.
With less than 1,000 motorcycles sold in the U.S. last year…
fewer
With fewer than 1,000 motorcycles sold in the U.S. last year…
</grammar nazi>
Never heard of those. Did a quick search and see parallels, though. LOL.
Go for it! Your slot on SharkTank awaits. Or do crowdfunding. Help make America great again.
Looks like the old Triumph...
I like the retro look but I am old...lol
The problem I see with their going after the niche market is the on-set of rider fatigue. These smaller bikes might be good for the occasional 50-100 mile jaunt or down to the local tavern for a beer but for the warrior that wants to ride 300-500 miles a day these riders will be constantly wanting to stop. Even riding a softtail over 150 mile can be take its toll. The stock seat on my Springer (FXFSTI) was horrible and my legs and tail bone would be numb after 50 miles. The guys on the big cruiser had their feet up, stereo blasting and cruise control set and I would be digging my bike out of my butt and throttle hand would be swolled up. I bought a big 16 inch saddle and I could ride all day after that especially if I was loaded down with gear.
RE now has electric starters
My brother and I had planned on riding though the Himalaya on Enfields.
Try riding a Harley street bike off road at altitude.
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