Thailand has been a key market for Royal Enfield, with the company reporting a growth of over 150% since its entry into the country.
04 Dec 2024 | 2735 Views | By Autocar Professional Bureau
Royal Enfield, a leading global brand in the mid-size motorcycle segment, has inaugurated its first fully owned and operated CKD (completely knocked down) assembly facility outside India in Samut Prakan, Bangkok. The new plant highlights the brand's commitment to the Thai market and the wider Asia-Pacific (APAC) region.
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Royal Enfield, a leading global brand in the mid-size motorcycle segment, has inaugurated its first fully owned and operated CKD (completely knocked down) assembly facility outside India in Samut Prakan, Bangkok. The new plant highlights the brand's commitment to the Thai market and the wider Asia-Pacific (APAC) region.
B Govindarajan, CEO of Royal Enfield, said Royal Enfield has been working extensively to grow the middleweight motorcycling segment globally. “We have seen great reception from the international audience who are looking for motorcycles that are accessible and are a unique extension of their personality. Our strategic intent is to have an international expansion strategy of investing in markets with huge potential to grow. Thailand assembly plant caters to this vision,” he said.
The Thai facility is Royal Enfield’s sixth CKD assembly unit globally, joining existing plants in Argentina, Colombia, Brazil, Bangladesh, and Nepal. With a modern 57,000 sq. ft. setup and an installed capacity of over 30,000 units annually, the plant aims to meet the growing demand in Thailand and later expand to neighbouring markets.
Royal Enfield CCO Yadvinder Singh Guleria added, “With markets like the Asia-Pacific offering a great potential for the mid-size segment, it has been our strategic intent to be closer to these markets and grow the business.”
Thailand has been a key market for Royal Enfield, with the company reporting a growth of over 150% since its entry into the country. Anuj Dua, Asia Pacific Business Head, noted that the Thailand market has been a very significant one for Royal Enfield and has displayed a steady growth trajectory. The varied topography, culture, and diversity of the country provide the ideal setting for RE’s motorcycles. “Our growth over the years has been extremely encouraging, be it - network, customers, community, and our portfolio,” Dua said.
The new facility will also house Royal Enfield’s first-ever dedicated Power Train experiential training centre in the APAC region. This initiative aims to equip dealers and plant employees with in-depth knowledge and skills, enhancing customer experience and community engagement in the region.
Royal Enfield’s Thai plant will initially serve the local market before extending its operations across the APAC region in a phased manner. The facility is expected to enable efficient and flexible motorcycle delivery, reinforcing the brand’s position as a leader in the mid-size motorcycle segment.
Royal Enfield’s premium line-up includes electric vehicle brand, Flying Flea - including the Classic-styled Flying Flea C6 and Scrambler-styled Flying Flea S6 - that was recently showcased in Milan. It also includes the, Bear 650, Classic 650, Guerrilla 450 modern roadster, Hunter 350, Meteor 350, Super Meteor 650, Interceptor 650 and Continental GT 650 twins, the Shotgun 650, the new Himalayan adventure tourer, the Scram 411 ADV Crossover, the iconic Bullet 350, Classic 350 and the new Goan Classic 350.