The phenomenal return to business of Royal Enfield

The Economic Times announces it in its columns today: Royal Enfield sold more motorcycles in the world in 2014 than Harley-Davidson, while it sold half as many two years ago !

The Economic Times announces it in its columns: Royal Enfield sold more motorcycles in the world in 2014 than Harley-Davidson, while it sold half as many two years ago !

113,432 machines in 2012, 178,121 in 2013 and 302,591 in 2014: sales of the brand english Indian Royal Enfield motorcycles are growing exponentially, which the very serious Indian daily likes to compare to the more measured rise of Harley-Davidson.

According to The Economic Times, "the Chennai firm Royal Enfield – a British brand originally created in Redditch – sold just over 300,000 motorcycles in 2014, surpassing Harley’s worldwide sales of 267 thousand. ‘units "… or 268,000 if we take care to round up to the higher unit.

The Indian newspaper admits that "HD vehicles sell for much higher prices than their RE counterparts (the most affordable HD model in India sells for around 500,000 rupees, while the most expensive model of RE is priced at 200 000) ". The Americans therefore generate a much higher turnover – not to mention the income from derivatives and financial products !

But "what is remarkable", immediately bounces the daily, "is the stunning recovery of one of the oldest motorcycle brands in the world". The managers of the Polaris group – which has just relaunched the brand – can take the seed !

“Ten years ago, Royal Enfield was only a marginal player in its home market due to its 50 year old and unreliable cast iron engine,” continues The Economic Times, “and newer and older models dependents of its Japanese rivals overwhelmed the industry ".

Royal Enfield: + 69.9% worldwide, + 46.9% in France

"But following the modernization of its range and the deployment of a large number of contemporary models, such as the Classic, the new Thunderbird and the, the brand is doing well," observes the newspaper. "While the number of new HDs around the world has increased by 3% (despite the launch of the ambitious and 500, Editor’s note), those of RE has increased by 70%".

On the French market, Royal Enfield (via its exclusive importer DIP, read) posted solid growth of 46.9% but its score remains – very – far from that of Harley Davidson France, with 520 and 8,068 motorcycles registered in our territory, respectively. in 2014.

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