Royal Enfield to Reignite Mid-size Motorcycle Market in Thailand

Royal Enfield Thunderbird Thailand


One of the fastest growing motorcycle brands in the world, Royal Enfield, as a part of its growth strategy, focused international thrust of leading and expanding global mid-sized motorcycle segment, announced its entry and future plans for the Thai market at the Thailand International Motor Expo 2015.

Royal Enfield is the oldest motorcycle brand in continuous production with its first motorcycle in 1901. The iconic motorcycle brand with British origin is a part of Eicher Motors Ltd, a leading player in the Indian automotive space and the flagship company of Eicher Group.

The International Business Head of Royal Enfield, Mr. Arun Gopal says, "With leisure motorcycling getting extreme all over the world, riders are now looking for machines that are easy to own and maintain. We at Royal Enfield believe that we can create a wonderful space that’s more approachable and fearless with modern classic motorcycles that have timeless appeal. Royal Enfield designs classic styled motorcycles that are simple, resonant, tangible and fun to ride, providing riders with a “Pure Motorcycling” experience. Our motorcycles are built to be timeless, uncomplicated, engaging, and accessible bikes for the city, as well as great touring or adventure rides, for beginners, as well as experienced riders. Blending traditional craftsmanship with modern technology, as a means to achieve the perfect balance between the man, machine and the terrain Royal Enfield motorcycles creates a unique experience for riders.”


At the Thailand International Motor Expo, Royal Enfield displayed its entire range of redolent motorcycles which includes the iconic Bullet , retro-street models like Classic 500 and Classic Chrome, and the Continental GT (535cc) cafe racer. Other than these, the iconic brand also introduced its latest gear and accessories collection for Thailand market.

On the brand launch and anticipating its fortune, Arun said that , “We have innovated and grown the mid-size motorcycle category in India. With over 50% year-on-year growth in the last five years, our ambition today is to lead and grow the underserved middle weight segment globally and this growth will largely come from markets like India such as Latin America and South East Asia, given their size and comparable commuting trends. Thailand with its already established leisure motorcycling culture and presence of several riding communities and enthusiasts, accords perfectly with Royal Enfield motorcycles that has exploration and adventure at its core.”

Arun added saying, “Thailand is among the largest two wheeler markets in the world and a very important one for Royal Enfield. With highly progressed consumers; Thailand is the most developed country in South East Asia for leisure motorcycling. With a large conveyance, this market has enormous potential to upgrade to the next level of motorcycles, if there are enough attractive product choices. With our modern classic bikes, Royal Enfield is well balanced to fill this gap and catalyze the shift to mid-size motorcycles in Thailand.”

The Executive Director of General Auto Supply Co., Ltd., and the first glorified dealer in Thailand for Royal Enfield motorcycles and related products, Mr. Nattavude Charoensukhawatana, stated, , "Royal Enfield has an exciting opportunity in Thailand considering the increasing popularity of classic motorcycles among bikers in Thailand. This is a great opportunity for the existing 1,600,000 two-wheeler commuters to upgrade to the mid-sized range of motorcycles offered by Royal Enfield. We are confident that Royal Enfield will gain popularity among the biking community in Thailand with its evocative and accessible range of motorcycles, gear, spares and services."

All the retail operations of Royal Enfield will take up in Thonglor in Bangkok, Thailand in the coming months. Apart from this the first exclusive dealership being setup in Bangkok in partnership with General Auto Supply (GA). GA will also build service and aftermarket capability for Royal Enfield in the region, in addition to the store.

Royal Enfield has steadily expanded its global footprint in the past few months. And Parent company, Eicher Motors Ltd., recorded its highest ever total revenue from Royal Enfield business unit. There is a plan for building up new manufacturing facilities in Tamil Nadu other than the existing ones to meet the demand. In order to potentiate capability and execute long term product strategy, Royal Enfield is also building two new technology centers in India and UK.


Royal Enfield is fast becoming a very important player in the global mid-size motorcycle market and is working towards re-inventing this space with motorcycles that are evocative and engaging and great fun to ride.


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About Sandeep Pithani

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