Royal Enfield Japan operations commenced with the launch of its first standalone, flagship Store in Tokyo, commencing its operations in Japan. Located in Suginami-Tokyo, the newly inaugurated store will have the complete suite of Royal Enfield motorcycles, apparel and accessories, in addition to spares and service. The store launch was done via a digital press conference today addressed by Vinod K Dasari, CEO of Royal Enfield, and Vimal Sumbly, APAC Business Head, Royal Enfield.
This is a fresh start for Royal Enfield in what is perhaps the most iconic automobile market in Asia Pacific region. This strategic announcement is in line with Royal Enfield’s focused international thrust of leading and expanding the global mid-sized motorcycle segment (250-750cc).
Till April 2020, Royal Enfields were imported into Japan by Wingfoot. The company had released a Notice of Termination which states that all business related to the import and export of Royal Enfield motorcycles has been put to an end. The business contract between Wingfoot and Royal Enfield India and Eicher Motors had ended in April last year.
As a result Royal Enfield Japan website became inoperational by the end of April 2020. The company’s Japanese Facebook and Twitter accounts were also closed on 15 May 2020.
This is a fresh attempt by the company to set its foot in Japan and revive their sales.
Speaking at the launch, Vinod K Dasari, CEO, Royal Enfield said, “At the heart of everything we do, lies the fundamental experience of life that is authentic and real, and with that ideology we have not just pioneered and led, but also expanded the mid-size segment in India and across the world. We see a clear opportunity to be able to do the same in Japan as well, with a huge commuter base seeking out real adventures and experiences, looking to upgrade to a motorcycle that enables them to kick-start the active lifelong pursuit of exploration, and at the same time is accessible and practical enough for daily riding conditions. Japan has an evolved motorcycling ecosystem and a matured riding culture. Not just our motorcycles, but our complete range of purpose-built apparel and accessories will also cater to the riding enthusiasts in the country. ”
Commenting about plans for the market, Vimal Sumbly, Royal Enfield’s Head of Business – APAC markets, unveiled an ambitious outlook “Royal Enfield has become a very important player in the global mid-size motorcycle market by re-inventing this space with motorcycles that are evocative, engaging and great fun to ride. We are delighted to be formally entering Japan, which happens to be one of the key motorcycling destinations for avid motorcyclists around the world. Together with our Distributor, PCI Co. Ltd., we are going to build a bigger, more exciting motorcycle community in Japan.”
Royal Enfield, born in 1901 in the city of Redditch in the UK has challenged the conventions of the motorcycle industry for more than a century. The brand has a strong and storied legacy of 120 years that includes the unique distinction of being the world’s oldest motorcycle brand in continuous production, with the Bullet.
Royal Enfield entered the Japanese market with five of its widely popular models featuring single-cylinder & twin cylinder engines. The available models include the iconic standard street model, the Bullet 500; the retro street model, the Classic 500; the versatile and capable adventure tourer, the Himalayan (411cc), the quintessential modern-classic roadster, the Int 650, and the authentic cafe racer, the Continental GT 650.
Delivering the brand philosophy of ‘Pure Motorcycling’ in every aspect of the ownership experience, Royal Enfield’s first exclusive showroom in Tokyo, Japan intends to create a robust ecosystem comprising of highly differentiated retail experience, aftermarket capabilities, rides and community events and other adjacencies that bring to life the heritage and world of Royal Enfield.
Together with PCI Co. Ltd., Royal Enfield has plans for ambitious business growth and expansion in Japan, and will ensure the best customer service and experience.