Royal Enfield takes on Japan
Royal Enfield has announced the launch of its first standalone flagship Store in Tokyo has commenced full operation. The newly inaugurated store showcases the complete suite of Royal Enfield motorcycles, Apparel and Accessories, in addition to spares and service.
Vinod K Dasari – Royal Enfield CEo
“In a post-performance era where riders are looking for machines that are easy to own and maintain, Royal Enfield offers evocative and unintimidating modern-classic motorcycles, with timeless appeal. We use traditional craftsmanship and modern technology as a means to create motorcycles, which stand for reviving the pleasures motorcycling at its purest. 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, representing the biggest motorcycle market in 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 & Accessories will also cater to the riding enthusiasts in the country.”
Royal Enfield was born in 1901 in the city of Redditch in the UK, and continues to this day, carrying 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.
Today Royal Enfield is one of the fastest growing motorcycle brands in the world and the leader in the mid-size motorcycle segment of 250cc-750cc as a division of publicly traded Eicher Motors Limited (EICHERMOT), in India.
Royal Enfield entered the Japanese market with five of its widely popular models featuring single-cylinder and twin cylinder engines. The available models include:
- The standard street Bullet 500 – Timeless, iconic and handcrafted design, in continuous production for over eight decades with its unmistakable appearance and distinctive exhaust note.
- The retro street Classic 500 – a tribute to the retro look of British motorcycles in the post-World War II era, clothed in appealing post-war styling.
- The Himalayan (411cc) – Royal Enfield brought together 60 years of Himalayan riding experiences in a completely ground-up design that paves the way for a purer, non-extreme and more accessible form of adventure touring across global markets.
- The Interceptor (INT) 650 – A modern-classic roadster, the INT650 harks back to Royal Enfield’s 1960s twins through its teardrop tank with traditional knee recesses, comfortable, quilted dual seat and wide braced handlebars, reminiscent of the street scrambler style that emerged in ’60s California.
- The Continental GT 650 Cafe racer – An authentic cafe racer which offers a ton of fun. The Continental GT 650 is designed for sportier riders with its optional single seat, sculpted fuel tank, rear set footrests and race-style clip-on handlebars, all of which have been ergonomically designed to remain comfortable in the city, on the highway or on the twisting back roads where the motorcycle really comes alive.
Vimal Sumbly – Royal Enfield Head of Business APAC
“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.”
Delivering the brand philosophy of ‘Pure Motorcycling,’ Royal Enfield’s first exclusive showroom in the city intends to create a robust ecosystem comprising of a unique retail experience, aftermarket capabilities, rides and community eventsthat bring to life the heritage and world of Royal Enfield.
The retail space, with an ambience of a motorcycle enthusiast’s living room, features a comfortable seating area in several corners alongside product displays, including not only house Royal Enfield’s motorcycle range, but also its complete gear range of apparel and accessories.
Together with PCI Co. Ltd., Royal Enfield has plans for ambitious business growth and expansion in Japan to ensure the best customer service and experience.
