Royal Enfield expands operation in Latin America; enters Argentina

Wednesday, Mar 14, 2018

The two-wheeler division of Eicher Motors, Royal Enfield on tuesday announced its entry into Argentina. With Buenos Aires representing the largest motorcycling community in the country, Royal Enfield launched its first flagship store in the heart of Buenos Aires including after sales, spares and service, according to a company statement.

Royal Enfield has appointed Grupo Simpa as its official dealer-partner for Argentina and will look after all market development and support activities such as marketing and aftersales, for the brand in the country.

As a part of its 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.

Speaking on Royal Enfield’s entry into Argentina, Rudratej Singh, President – Royal Enfield said "Royal Enfield is the fastest growing motorcycle brand in the world. Our approach in international markets has been to focus on key cities that strongly influence the motorcycling and lifestyle culture in the country. Our fast growing network of flagship stores are now present in nodal cities like London, Paris, Madrid, Barcelona and Melbourne to name a few. More recently our focus has been on fast emerging motorcycle markets, like South East Asia and Latin America."

He further added, "We are 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 store in Buenos Aires fit right into our city-focused global expansion approach. People here 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”

Royal Enfield in Argentina will be present with a lineup of four models - Bullet (500cc), the Classic (500cc), the Continental GT (535cc) cafe racer and Royal Enfield’s most versatile motorcycle - the Himalayan (410cc) - purpose-built for adventure and touring.

With start of operations from March 2018, its first exclusive dealership in the country is expected to create an ecosystem for customers and motorcycle enthusiasts.

According to the company, Brazil, Argentina and Colombia are among the three most important markets for Royal Enfield in Latin America.

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.