Royal Enfield opens exclusive dealership in Philippines – Report

Posted on: Jul 20, 2016 - 10:27am IST

Royal Enfield has been present in Philippines for 4 years now.

Royal Enfield recently opened its first outlet in the Philippines, according to the Manila Times. The store is operated by Hardcore Brothers Custom Motorcycles Inc. in the town of Makati, one of the 16 cities that make up Metro Manila.

Royal Enfield Classic 500 side press shot
The Philippines is part of the company’s target of establishing itself as a global player in the 250-750cc segment.

The company in Philippines will sell the Bullet 500, Bullet 350, Classic 500, Classic 350, and the Continental GT. Royal Enfield had been selling in the island nation for four years before this dealership was setup.

The company’s continued expansion to international markets has seen it set up a direct distribution subsidiary, its first outside India, in USA recently. The subsidiary has been given the mandate of selling motorcycles directly to dealers and to customers simultaneously. It will also conduct market development and other activities such as marketing, service and aftersales. The spares and other parts will continue to be manufactured in the company’s plants in Chennai.

Royal Enfield Continental GT instrument panel at Nepal Auto Show 2015
The Manila showroom contains a stripped Royal Enfield Continental GT showing its internals and the frame.

Also read: New Royal Enfield Classic (D41), New Royal Enfield Thunderbird (D61) under development – Report

Between January 2015 and March 2016, the company has sold roughly 6,00,000 bikes globally and a target has been set at 6,75,000 units for the 2017 fiscal year. Between April and June this year, Royal Enfield has sold close to 1,48,000 units.

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Karthik H

A bit of a car freak and a bike nut, and a fan of trucks and technology too. Expect sharp stories that focus on those four fronts. As always, stay tuned to for quick and unassuming updates from across the world.