Dubai: The name being one of India’s original automotive icons, the heavy-duty two-wheeler Bullet, has decided to go the full distance in the UAE with a stand-alone showroom.
Located in Al Quoz (Dubai), the place will showcase a line-up of models from Royal Enfield, as well as gear and accessories that any biker would not want to be without.
In fact, Royal Enfield had been shipping into the UAE since 2009, but it — and the local partner Avanti Automobile Trading — felt the time was opportune to go for an upgrade in exposure.
“The space is designed not just as a point of purchase but as a meeting point for motorcycling enthusiasts and for conversations around leisure motorcycling,” said Rudratej Singh, President of Royal Enfield.
“We believe there is space for more approachable, un-intimidating motorcycles. In UAE, there are a lot of brands operating in commuter segment and a lot of brands operating in the high-end segment.
The mid-sized motorcycle segment is hugely underserved.”
The full range will be on call to try and win over the keen bikers. This includes the cruiser, Rumbler (in 350- and 500-cc variants), the retro version Classic and, of course, the Bullet, which has been in continuous production since 1932. With its considerable heft, aggressive stance and deep rumble, the Bullet has been the defining image of a bike for Indians all through the years. (And it is the only one standing among the country’s automotive touchstones after the plug was pulled on the bug shaped ‘Ambassador’ sedan, the original ‘Maruti 800’ and ‘Premier Padmini’.
Royal Enfield now wants to take some of its legacy overseas. Exports only account for 3 per cent of its production, which too it wants to correct. Last year, overall sales crossed 300,00 units and the target now is for 400,000 units in the near term. Production is done in India, and the company is also investing in a technology centre in the UK.
“With 50% growth every year for the last five years, Royal Enfield is fast becoming a very important player in the global mid-size motorcycle market,” said Singh. “We believe that motorcycling today — globally — has gone extreme.
“In our heritage markets, the UK, US, Europe and Australia are the key geographies. In the emerging markets, Latin America and South-East Asia are big. We introduced our motorcycles in Colombia last year, where the response has been tremendous.
“Dubai is an important market as it is one of the most influential markets in Middle East-South Asia region.”
