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Royal Enfield sets sales record in 2011

Royal Enfield sets sales record

Dave McMahon
October 31, 2011
Filed under Features, Top Stories

Royal Enfield Motors, manufacturer of the Bullet motorcycle line and the world’s oldest motorcycle brand, revealed to Powersports Business during Profit Xcelerator in Las Vegas that the company has reached record sales levels for 2011.

The record performance comes on the heels of 2010, which was Royal Enfield’s best sales year ever. The 2011 record numbers include only the first three fiscal quarters.

At mid-year, India-based Royal Enfield had sold more than 42,000 units worldwide, an increase of more than 40 percent from 2010. The OEM is on track to meet a 2011 sales goal of more than 70,000 units.

Company officials told Powersports Business at ProfitX that customers in India have to wait up to one year to take delivery of some models. Now, as international distributors report sales for the third quarter, the brand has already surpassed its sales totals of 2010. In the United States, where Royal Enfield is distributed exclusively by Minnesota-based Classic Motorworks, sales have risen more than 50 percent, making it one of the brand’s strongest growth markets.

“The growth of Royal Enfield worldwide is very exciting, but growth in sales in America of 50 percent. … That’s amazing,” said Ron Greene, vice president of sales at Royal Enfield USA. “Obviously we’re thrilled with the growth, but it shouldn’t be surprising. The bikes speak for themselves. Once people try an Enfield, they are hooked on a unique riding experience and that experience is reflected in the numbers.”

Sales of Royal Enfield’s Bullet line have continued to grow in spite of global economic conditions. Earlier this year, Royal Enfield announced the construction of a new manufacturing plant in India to help meet unprecedented worldwide demand for its classic motorcycles.

“This is an exciting time for the Royal Enfield line,” Greene said. “New customers are gravitating toward these bikes all the time, and our dealers have done a great job of helping them discover what a Bullet is all about.”

About a dozen Royal Enfield dealers from throughout the U.S. gathered at ProfitX to enhance their dealerships by participating in the 14 educational sessions over two days at the Red Rock Resort in Las Vegas.

Royal Enfield also chose ProfitX as the debut for its new 2012 models — the Classic Desert Storm and Classic Chrome. Combined with some appealing finance offers and consumer outreach plans, both longtime and recent Enfield dealers gave the bikes positive reviews.

The Classic Desert Storm features a sand-colored paint scheme and a single cylinder air-cooled pushrod engine. The most popular Royal Enfield bike of all-time is the Military, and the Desert Storm joins that stable of offerings.

The Classic Chrome is based on the Classic 500 with dose of chrome. It evokes British styling of the 1950s and is expected to draw heavy interest from fans of the old twin-cylinder Interceptor, which was made between 1960
and 1970.

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