Royal Enfield, a leader in the mid-sized motorcycle segment, has achieved a significant milestone by inaugurating its first fully-owned assembly facility outside India. Located in Thailand’s Samut Prakan province, this development underscores the brand’s commitment to expanding its presence in the Asia Pacific (APAC) region. Meanwhile, the shares of Eicher Motors, Royal Enfield’s parent company, saw a dip of 0.98% on the NSE on November 4, 2024.
This 57,000 sq. ft. facility, equipped with a capacity to assemble over 30,000 motorcycles annually, is a testament to Royal Enfield’s focus on strengthening its international footprint. The Thai plant will initially cater to local demand before expanding its reach to other APAC markets.
B Govindarajan, CEO of Royal Enfield, emphasised, “This assembly plant is part of our strategy to deliver Pure Motorcycling experiences while bringing the mid-sized motorcycle segment closer to our global audience.”
Thailand has become a key market for Royal Enfield, with over 150% growth in sales since its entry. The country’s diverse motorcycling culture provides an ideal setting for the brand’s mid-sized motorcycles. Yadvinder Singh Guleria, the Chief Commercial Officer, noted, “This facility reinforces our commitment to Thailand and its thriving motorcycling community.”
The new plant is not only about assembly; it includes the region’s first Power Train experiential training centre, designed to provide hands-on learning for employees and dealers. This initiative aims to enhance service quality and strengthen customer relationships.
The Thai assembly plant is Royal Enfield’s sixth CKD (Completely Knocked Down) unit globally, following similar facilities in Argentina, Colombia, Brazil, Bangladesh, and Nepal. These initiatives collectively demonstrate the brand’s global strategy to lead the mid-sized motorcycle segment.
Disclaimer: This blog has been written exclusively for educational purposes. The securities mentioned are only examples and not recommendations. It is based on several secondary sources on the internet and is subject to changes. Please consult an expert before making related decisions.
Published on: Dec 4, 2024, 4:23 PM IST
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