GLOBAL mid-size motorcycle manufacturer Royal Enfield has has announced the launch of its first stand alone, flagship store in Tokyo, signalling its entry into the Japanese market. The new store will stock the complete range of motorcycles, apparel and accessories.
Parts and servicing will also be available at the Suginami-Tokyo location. Born in 1901 in the city of Redditch in the UK, Royal Enfield has challenged the conventions of the motorcycle industry for more than a century.
The brand has a strong and storied legacy that includes the unique distinction of being the world’s oldest motorcycle brand in continuous production, with the Bullet.
The steadfast resilience of Royal Enfield motorcycles through two world wars, and its classic British styling combined with robust dependability, put it on the forefront during the best years of British automobile and motorcycling history.
Royal Enfield made its journey from the UK to India in the 1950s. Today, Royal Enfield is one of the fastest growing motorcycle brands in the world and the global leader in the mid-size motorcycle segment (250cc-750cc).
Royal Enfield enters the Japanese market with five of its widely popular models featuring single-cylinder and twin cylinder engines. The Japanese line up includes the Bullet 500, Classic 500, the Himalayan and the 650 twins, the Interceptor and Continental GT.
“In a post-performance era where riders are looking for machines that are easy to own and maintain, Royal Enfield offers evocative and unintimidating modern-classic motorcycles, with timeless appeal,” Royal Enfield CEO Vinod K Dasari shared.
“We use traditional craftsmanship and modern technology as a means to create motorcycles, which stand for reviving the pleasures motorcycling at its purest,” he added.
“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, representing the biggest motorcycle market in the world.”
Delivering the brand philosophy of ‘Pure Motorcycling’ in every aspect of ownership experience, Royal Enfield’s first exclusive showroom in the city intends to create a robust ecosystem comprising a highly differentiated retail experience.
This will be paired with aftermarket capabilities, rides and community events, while the retail space, with an ambience of a motorcycle enthusiast’s living room, features an interesting visual merchandising format and comfortable seating area in several corners.
Innovative product displays complete the store’s look, which will not only house Royal Enfield’s motorcycle range, but also its complete gear range.
The space has been designed not just as a point of purchase but also a meeting place for enthusiasts to have conversations around motorcycling. Together with distributor PCI Co. Ltd, Royal Enfield has plans for ambitious business growth and expansion in Japan.