Royal Enfield Takes Fight For Two-Wheeled Supremacy to Japan's Heart



It’s a big deal when an overseas manufacturer cuts the ribbon on a new store in Japan. Entering the heartland of some of the biggest names in motorcycling and fighting them on their doorstep, well, that’s a brave feat.


Located in Suginami-Tokyo, the newly inaugurated store will have the complete suite of Royal Enfield motorcycles, Apparel and Accessories, in addition to spares and servicing department.


It’s a baller move by Royal Enfield to take to the heart of Japan, a longstanding leader in the motorcycle world, but with the brand having its own take on what motorcyclists want and need that differs greatly to many, they might just have a wildly successful untapped niche to exploit.


“In a post-performance era where riders are looking for machines that are easy to own and maintain, Royal Enfield offers evocative and un-intimidating modern-classic motorcycles, with timeless appeal, says Royal Enfield CEO Vinod K Dasari.

“We use traditional craftsmanship and modern technology as a means to create motorcycles, which stand for reviving the pleasures of motorcycling at its purest. At the heart of everything we do, lies the fundamental experience of life that is authentic and real, and with that ideology we have not just pioneered and led, but also expanded the mid-size segment in India, representing the biggest motorcycle market in the world. We see a clear opportunity to be able to do the same in Japan as well, with a huge commuter base seeking out real adventures and experiences, looking to upgrade to a motorcycle that enables them to kick-start the active lifelong pursuit of exploration, and at the same time is accessible and practical enough for daily riding conditions.”


Royal Enfield is launching into the Japanese market with five of its popular models including the recently released 650cc parallel twins and the Himalayan adventure bike.


With its range of small capacity bikes perfect for city living, the Japanese venture could be the start of something big for Royal Enfield.


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