Royal Enfield is smashing it globally

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Words: NZ Autocar
16 Jul 2021

It’s no longer just the Japanese big four and Harley-Davidson at the head of the sales tables here in New Zealand because little old Royal Enfield is shaking things up, selling more new bikes in June in the 250-1000cc sector where it competes than the likes of Suzuki and Yamaha. And this isn’t the first time the relative newcomer has upstaged the old hands.

Moreover, the Indian company is doing the same thing on the other side of the world. While it may not have toppled Honda from its long held perch in the number one overall sales position in the UK, it did top two of the segments in which it competes, Custom and Modern Classic. Both here and abroad, it’s largely due to the new or relatively new bikes, the just introduced Meteor 350 topping the custom section and the Interceptor 650 leading the latter and not for the first time in the UK either.

Numbers there are up by around one-third compared with the first half of 2020 when COVID-19 was in full swing. A June sales uptick represents the first real month when restrictions have been lifted this year.

Also growing in momentum in the UK is the electric sector, one-half as big again in June 2021 compared with the same time in 2020, and growth more than doubling this year to date.

Cumulative numbers see Royal Enfield at position nine of the top ten for June. In the UK, the Honda CBF 125 proved the best-selling motorcycle, while in the upper segment the BMW R 1250 GS Adventure is under threat from the recently updated Yamaha Tracer 9, now the official bike of the NZ Police.

And on things Kiwi, the June registration figures saw Royal Enfield on top of the 251-1000cc segment with 67 sales, followed by Yamaha on 65, Suzuki on 51, Honda on 50 and KTM on 45. Vimal Sumbly, Royal Enfield’s Head of Business in the Asia Pacific region, commented that the firm’s focus in the middleweight segment across the world means it is becoming a competitive global motorcycling brand.

The ‘absolute connection’ between rider, machine and environment, along with an expanding dealer network here and in Australia, is leading to the continued growth, according to Joseph Elasmar, head of Urban Moto Imports, the local distributor for the brand.


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