Oldest Motorcycle Brand in Continuous Production Focuses Efforts in North America

It was a historic day for Royal Enfield, the fastest-growing motorcycle brand in the world, as it marked the opening of its first flagship dealer experience in Milwaukee, the heart of the North American motorcycle community.

Royal Enfield CEO Siddhartha Lal and Rod Copes, president of Royal Enfield North America, addressed the crowd, including VIPs and dignitaries, at the grand opening event this past weekend.

“Royal Enfield is focused on delivering a ‘Pure Motorcycling’ experience to consumers. Our motorcycles are classically styled, simple, evocative and fun to ride. Royal Enfield creates a unique experience for riders that is approachable and unintimidating,” Copes said at the press conference. “This is the brand’s first stand-alone showroom location in the U.S., which brings to life the 115-year heritage of Royal Enfield – a history we’re very proud of.”

The company has also selected Milwaukee as the location of its headquarters and currently employs a staff of 20.

“Myself and the rest of the Royal Enfield global leadership are committed to the North American region,” Lal said. “Since 2010, we have increased production from 50,000 units to 500,000 units globally, and we are expected to produce 675,000 by the end of this fiscal year. North America is key to the contribution of that global growth.”

Royal Enfield North America will be continuing the brand’s storied history with the unveiling of its North American model lineup, featuring single-cylinder engines currently up to 535 cc. Available models at the 226 N. Water St. showroom include:

  • The Classic 500 – timeless colors and classic styling ideal for exploring a city or cruising a country road.
  • The Continental GT – a light and nimble motorcycle that boasts an aggressive riding position for an exhilarating ride.
  • The Bullet 500 – in production for seven decades with its unmistakable appearance and distinctive exhaust note, this model delivers a classic, vivid sensory experience on every ride.

About Royal Enfield:

“The oldest motorcycle brand in continuous production, Royal Enfield made its first motorcycle in 1901.”

The oldest motorcycle brand in continuous production, Royal Enfield made its first motorcycle in 1901. A division of Eicher Motors Limited, Royal Enfield has created the mid-size motorcycle segment in India with its unique and distinctive modern classic motorcycles. With its new manufacturing base in Chennai, India, Royal Enfield has been able to grow its production rapidly against a surge in demand for its motorcycles. With more than 50 percent growth every year for the last five years, Royal Enfield is fast becoming a very important player in the global mid-size motorcycle market and is working toward reinventing this space with motorcycles that are evocative and engaging and great fun to ride.

Royal Enfield exports to over 50 countries across the world including the USA, UK, several European and Latin American countries, as well as the Middle East and Southeast Asia. Royal Enfield also organizes and supports many motorcycling events and rides globally, more prominently the Rider Mania – an annual gathering of Royal Enfield riders from all over the world at the lovely beaches of Goa – and the Himalayan Odyssey, the most arduous motorcycle ride over some of the toughest roads and highest mountain passes in the Himalayas. Royal Enfield also conducts the popular “One Ride,” where people around the world ride out on their motorcycles on the first Sunday of April.

Photography courtesy of Enrique Parrilla