Royal Enfield MD moving to the UK to focus on international markets; retail experiment in pipeline

According to a recent report in Economic Times, Royal Enfield MD Siddhartha Lal would be shifting base to the UK for a year or so to concentrate more on the brand’s burgeoning international operations. The famed Indian retro classic brand has been working towards claiming global leadership in medium displacement motorcycle segment (250-750 cc).

Royal Enfield MD Siddhartha Lal moving to UK
Royal Enfield MD Siddhartha Lal’s presence in the UK would allow him to actively involve in the brand’s international business.

Royal Enfield is setting up a new R&D centre in the UK and has also recently acquired British motorcycle chassis specialist Harris Performance. Both entities together are expected to play major role in the brand’s future products and being present at the ground zero would help the MD have more active and timely involvement in decision making process regarding product development.

The publication also reports that Royal Enfield is going to experiment with a new retail format wherein the company would sell more than just motorcycles. The retail format in question would club several business verticals under one roof including merchandise, riding gears, apparels, restaurants, pubs, bars, breweries, cafeterias, etc. The company’s board of directors have approved this move.

royal enfield dubai
A new retail format clubbing motorcycles, apparels, food and beverages would be introduced next year on experimental basis (Image: RE Dubai outlet).

Mr. Lal said that one or two such retail outlets would be opened in India next year and if the concept doesn’t take off, the company will kill it and move on.

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