Royal Enfield will set up its own distribution network in the UK from May 1, 2023, after severing ties with its current distribution partner, MotoGB. This will also see the Chennai-based marque handle aftersales on its own. The network will be set up under the moniker Royal Enfield UK Ltd, which will also undertake marketing, warranty service, aftersales and customer care responsibilities.
- RE will parts ways with current UK distributor next year
- Three Royal Enfield bikes in UK top 10 bestsellers list
This move marks the end of Royal Enfield’s nine-year-long partnership with MotoGB, as well as their first independent return to the market since it pulled out of there in the 1970s. This move comes a few short months after the Royal Enfield Meteor 350 became the bestselling bike above 125cc in the UK, dethroning the BMW R 1250 GS. On top of this, the Classic 350, Interceptor 650 and the aforementioned Meteor 350 are all inside the UK’s top 10 bestselling motorcycles of 2022.
Arun Gopal, head of Royal Enfield’s European Business Markets, spoke to MCN ahead of the official announcement and said: “We have a fantastic business model working with distributors. It’s done really well for us. But as we scale up operations – and in the UK this year we’ve been a clear number one in the midsized motorcycle segment for the first time outside of India – so [this is] for us to really strengthen that position.”
“And, number two, it’s for us to have a better idea of what’s really happening in the market. It’s very critical for Royal Enfield to be managing operations directly to one country in Europe,” the Enfield boss continued. “Customer motorcycle usages are quite common across this entire region and… I strongly believe there should be at least one market where we should be directly involved with dealers and customers. It helps us get feedback quicker, it helps us respond to market requirements more quickly.”
“We’ve got products that are really delivering well for us and we’ve got so much more we can bring to the market, but I think it’s important Royal Enfield as an organisation understands this market first hand. There can’t be a better market than the UK to be doing that because this is where it all began.”
Azaman Chothia
Vishal Venugopal
