Royal Enfield will be opening a network of “vintage stores” that sell pre-owned, refurbished and restored motorcycles. The company has been able to bring down the waiting period for its motorcycles after the third plant became operational.
The vintage store is designed for customers looking for quality tested and certified pre-owned Royal Enfield motorcycles. Vintage will have the advantage of transparent process and pricing. It is meant for both the existing Royal Enfield owner who is looking to upgrade and also for the aspiring brand enthusiast.
Royal Enfield will open 10 vintage stores in 10 top cities in the first year. “We have observed healthy demand for refurbished and pre-owned Royal Enfield motorcycles, and believe that this business will continue to grow. Over three million Royal Enfield motorcycles are there on the road. Customers who move in and move out of cities too can continue riding the bikes by buying from us and later selling them to us,’ said Shaji Koshy, Head of the India Business.
In order to engage with the customers better, the company had opened Garage Café in Goa a few months back. The 120-seater café has Royal Enfield motorcycle museum and exhibition area, an exclusive gear store, a motorcycle customisation area and a service bay.
As the competition in the premium motorcycle category is set to become intense with the downward revision of customs duties for imported bikes, Royal Enfield is increasingly engaging with the customer and making the vehicles available much faster.
It has been able to bring down the waiting period for a new vehicle from two months last year to 30 to 45 days after its third plant became operational. Spread over 50 acres, the new plant at Vallam Vadagal near Chennai manufactures Royal Enfield motorcycles for India and international markets. The facility starts with an installed production capacity of 300,000 motorcycles per annum in the first phase.
“We want the motorcycles to be readily available for the customers without any waiting period. We have considerably brought down the waiting period. But we do not see waiting period totally getting eliminated in the near future as we are launching a new dealership every two working days,” said Koshy.
Despite the plans of the US administration to levy ‘reciprocal tax’ on the imported bikes, Royal Enfield is going strong with its exports to the market. The company recently launched its light-weight adventure vehicle Himalayan in the US.