Royal Enfield to open store in Harley's backyard, Milwaukee

Earlier this year, Royal Enfield set up a direct sales subsidiary in the US. The company has also revealed that it is planning to open it first branded retail store in the country. This store it expected to be operational in early 2016. What is significant is that it will be located in Milwaukee - the place where Harley-Davidson was founded and is headquartered.

The retail store is expected to sell Royal Enfield's entire product line of motorcycles and gear. The company plans to open more retail stores in metropolitan areas in the US over the coming months.

Both Royal Enfield and Harley-Davidson are legendary manufacturers with large fan followings. Last year, Royal Enfield sold more motorcycles globally compared to Harley-Davidson. However, it must be noted that the Indian company's most expensive bikes are substantially less expensive than the cheapest Harley-Davidson offering.

Royal Enfield intends to become a major player in the 250cc-750cc motorcycle segment in the world. Last year, the company hired ex-Ducati designer Pierre Terblanche and earlier this year, it acquired Harris Performance UK. Royal Enfield will be aiming to enhance its design and engineering capabilities with these steps.

The company considers North America a priority market. Additionally, it has opened stores in Dubai, Paris, London and Madrid and appointed distributors in Spain, Germany and Australia. The company plans to open a retail store in Jakarta later this year.

Source: Financial Express