Royal Enfield, cult bike maker and a division of Eicher Motors, is finding many takers for its bikes in overseas markets. The company has begun tapping new markets for growth and will begin exports to South Africa this year, Shaji Koshy, Royal Enfield marketing & sales head said. The company exports its bikes to nearly 30 countries, including Britain, where the company originated in 1906, and the US and the European Union (EU). Last year, Enfield had begun exports to Colombia, he said. The company hopes to touch 5-6% of its total volumes in exports by 2012 and increase these numbers to 10% over a period of time, Koshy said.
The company is looking for new markets. So far, the reactions coming from customers are right. This is an original British brand and people are giving value for the original British heritage. Therefore the bikes have been gaining acceptance in several markets,? Koshy told FE.
In 2010 Royal Enfield was ranked among the top 10 selling motorcycle brands in the UK in the 125-500-cc category. The huge demand for its bikes has forced the company to double its production capacity to over 60,000 units this calendar year, while by 2012, the installed capacity will be 1 lakh units, he said.
In addition to overseas markets, the company has also begun to generate interest among youth entrepreneurs in the domestic market. ?The profile of the dealer is changing for Royal Enfield. The dealer is now younger, educated and has a passion for bikes,? he pointed out. ?The company has been receiving several inquiries from youth entrepreneurs from small towns and cities for dealerships,? Koshy said.