Royal Enfield First Exclusive Store in Manila, Philippines

Royal Enfield, the oldest motorcycle brand in continuous production is set to open its first exclusive store in the capital city of Philippines – Manila. Royal Enfield’s distributors – Hardcore Brothers Customs Motorcycles Inc. have been responsible for supplying, marketing, reselling, distribution and servicing of Royal Enfield products in the Philippines.

With a view to become the leader in global mid-sized motorcycle segment, Royal Enfield has been expanding its global retail footprint across Europe, Latin America, Middle-East, its bastion market, India and South East Asia. The company is striving to provide an immersive retail experience for its customers that forms an integral part of the company’s core retail strategy, across the world.

The new store in Manila will be as per Royal Enfield’s new global brand retail identity. The store will be retailing Royal Enfield’s oldest motorcycle in continuous production Bullet in 500cc and 350cc displacement, the standard street model Classic in 500cc and 350cc variant, the Rumbler 500cc motorcycle which is purpose built for highways and the Continental GT 535cc café racer. Along with the motorcycles, Royal Enfield would also retail its range of purpose-built gear and apparel and accessories.

Philippines is an important market for Royal Enfield, given the country’s high dependence on two-wheelers for commuting and as well as leisure riding. The growing middle class in the country is now looking to upgrade to the middle weight segment that lends itself very well to Royal Enfield’s all-purpose, evocative, classic-styled motorcycles. Royal Enfield’s range of modern classic bikes introduces a new category of mid-sized motorcycles (250cc-750cc) that will make leisure motorcycling more accessible and fun.

Royal Enfield has its manufacturing base in Chennai, India and is wholly owned by Eicher Motors Limited, a leading player in the Indian automobile space.

For more information please visit www.royalenfield.com/ph for more details

About Royal Enfield:

The oldest motorcycle company 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 bikes. With its new manufacturing base in Chennai, India, Royal Enfield is able to grow its production rapidly against a surge in demand for its motorcycles. With 50% growth every year for the last 3 years, Royal Enfield is fast becoming a very important player in the global mid-size motorcycle market and is working towards re-inventing this space with motorcycles that are evocative and engaging and great fun to ride.

Royal Enfield’s product line‐up includes the Bullet, Classic and Rumbler models in 500cc displacements; and the recently introduced Continental GT 535cc café racer. Royal Enfield operates through 18 company-operated stores and 500 dealers in all major cities and towns in India, and exports to over 50 countries across the world including the USA, Japan, UK, several European and Latin American countries, as well as the Middle East and South Asia.

Royal Enfield also organizes and supports many motorcycling events and rides , more prominently the Rider Mania – an annual gathering of Royal Enfield riders from all over India to 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.

To know more about Royal Enfield, the motorcycles, marquee rides and other initiatives, visit: http://www.royalenfield.com/ph/

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About Eicher Motors Limited:

Eicher Motors Limited (EML) is the flagship company of the Eicher Group, which was a catalyst in the green revolution in India with the production of India’s first agricultural tractor in 1959. EML is now a leading player in the Indian automotive space. Eicher Motors owns the iconic Royal Enfield motorcycle business, which leads the premium motorcycle segment in India. The oldest motorcycle brand in continuous production world-wide, Royal Enfield has witnessed a huge surge in demand in the recent past, and is charting its course to be the leading player in the mid-sized motorcycle segment globally. EML’s joint venture with the Volvo group, VE Commercial Vehicles Limited, designs, manufactures and markets reliable, fuel-efficient trucks and buses; and is leading the path in driving modernization in commercial transportation in India and other developing markets. EML’s joint venture with US based Polaris Industries Inc formed in 2012, Eicher Polaris Private Ltd. (EPPL) launched the Multix, a new 3-in-1 vehicle purpose built for the independent businessman in June 2015. For the fifteen months ended March 2016, Eicher Motors recorded its highest ever total income of INR 15,689 crores (USD 2.4 billion) and is listed on the Bombay and National Stock Exchanges. As of April 1st 2016, Eicher Motors Limited became a part of the Nifty 50 Index.