British-bred Royal Enfield is expanding aggressively as it aims to tap into the world’s biggest motorbike-buying market, in Asia.
One of the world’s oldest bike brands still in operation has been owned by India’s Eicher Group since 1994 and has seen strong sales in its local market.
It is now embarking on increasing sales across Asia, and recently announced plans to open a new factory in Thailand.
Asian customers appreciate the style and heritage of its bikes, Royal Enfield chief executive Vinod Dasari tells the BBC.
“We make a significantly better bike for not a significantly higher price,” he says.
“Plus we design and produce bikes for the world, not just India”.
The new Thailand plant is expected to be in operation within the next 12 months and will be the firm’s biggest factory outside of India.
It will serve as a hub to export to other countries in South East Asia including Vietnam, Malaysia and China.
Mr Dasari has ambitious plans, aiming to launch one new bike each quarter for the next three to five years.
“Asia Pacific is a very exciting and important market for us, and our buyers tend to be aspirational, looking for something better.”