Royal Enfield Opens Its First Showroom in the Philippines


Whenever I have the opportunity to spend time with my family and close relations back home, our best means of transportation is a motorcycle. It is convenient and it is fast. My cousins would drive for me because I honestly don’t know how to drive a motorcycle. But… I definitely know how to appreciate a good motorcycle when I see one!

And speaking of motorcycles, there is but one motorcycle company that has continuously produced motorcycles since 1901. Any guess which company is it?

Okay. It’s Royal Enfield.

Since the production of its first motorcycle in 1901, Royal Enfield has a century-rich history and experience in manufacturing motorcycles and is the fastest-growing motorcycle brand in the world today.

oyal Enfield Showroom at 7462 Bagtikan Street, San Antonio Village, Makati City.

Royal Enfield Showroom at 7462 Bagtikan Street, San Antonio Village, Makati City.

To strengthen its position as one of the leaders in expanding the global mid-sized motorcycle segment (250-750cc), Royal Enfield opened its first exclusive showroom in the Philippines. The showroom is located at 7462 Bagtikan Street, San Antonio Village, Makati City, Metro Manila as a part of its growth strategy in South East Asia in partnership with Hardcore Brothers Custom Motorcycles, Inc.

The 972 sq.ft. Royal Enfield showroom in Manila was designed as a motorcycle enthusiast’s living room featuring an interesting visual merchandising format and innovative product display ranging from jackets, shirts, jeans, boots, gloves, and accessories. The wall by the entrance door features a Continental GT stripped down to its frame and motorcycle parts. And on one side of the showroom, a collection of framed photos showcasing the company’s rich cultural heritage welcomes every motorcycle rider and enthusiast.

“Royal Enfield is striving to provide an immersive retail experience for its customers that forms an integral part of the company’s core retail strategy, globally. Our store in Manila showcases the heritage and philosophy of Pure Motorcycling. The space has been designed not just as a point of purchase but as a meeting point for enthusiasts and for conversations around motorcycling.  The store will be retailing the full range of Royal Enfield motorcycles and gear and will be great starting point for them to experience the brand,” said Mr. Arun Gopal, Royal Enfield’s Head for International Business.

Royal Enfield Bullet 350, now powered with a better performing unit construction engine.

Royal Enfield Bullet 350, now powered with a better performing unit construction engine.

Royal Enfield designs classic styled motorcycles that are simple, evocative, tactile and fun to ride, providing riders with a “Pure Motorcycling” experience. Blending traditional craftsmanship with modern technology as a means to achieve the perfect balance between the man, machine and the terrain, Royal Enfield motorcycles create a unique experience for riders which is approachable and unintimidating.

How much does each motorcycle cost?

The Royal Enfield Bullet, the world’s oldest motorcycle in continuous production since 1932, is available at a price of Php295,000 for the Bullet 500cc and Php151,500 for the 350cc variant.

Royal Enfield’s retro street model, known for its post war, timeless styling – the Classic 500 is available for Php313,000 and Php196,500 for the 350cc variant.

The most definitive highway cruiser, the Rumbler 500 is priced at Php353,500.

The Royal Enfield Continental GT 535cc café racer is now available at a price of Php353,500.

All prices given are SRP.

Speaking on Royal Enfield’s presence in Philippines, Jimmy L Barinaga, President & CEO Hardcore Brothers Custom Motorcycles, Inc. said, “Royal Enfield has grown steadily from being practically an unknown player to becoming an aspirational brand after we introduced it four years ago in the Philippines. The timing is perfect for us to become a more meaningful player in this underserved mid-sized segment where we are providing customers with a differentiated motorcycling experience with our products. With Royal Enfield’s apparel and accessories (Gear), we will be able to provide motorcycling enthusiasts with a complete leisure motorcycling lifestyle in the country.”

The Makati showroom is a full-service store and is equipped to provide service and aftermarket capabilities. Royal Enfield will work closely with Hardcore Brothers Custom Motorcycles, Inc to bring a differentiated experience for motorcycle enthusiast in the region.

During the 15 month period (Jan 2015 – Mar ’16) Royal Enfield sold over 600,000 motorcycles across the globe to support its global growth strategy and also announced its plan to sell 675,000 motorcycles for the 12 month period from April 2016 to March 2017. By 2018, Royal Enfield plans to manufacture and sell up to 900,000 motorcycles from two of its existing manufacturing facilities and a third upcoming facility, in Tamil Nadu, India. With a view to become the leader in the global mid-sized motorcycle industry, Royal Enfield is also building two new technology centres – one in India and one in UK, to enhance capability and execute long term product strategy. Royal Enfield recently announced its entry into Brazil along with the launch of its first subsidiary outside India in North America.

To know more about Royal Enfield, the motorcycles, marquee rides and other initiatives, visit: http://www.royalenfield.com/ph/
Be a part of one of the largest communities of motorcycling enthusiasts; like Royal Enfield on Facebook at https://www.facebook.com/RoyalEnfield
Follow Royal Enfield on Twitter @RoyalEnfield

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