Royal Enfield to enter the Colombian market

One of India’s most iconic motorcycle manufacturers, Royal Enfield, has announced its intent of entering the Colombian market and has appointed Corbeta Group as its partner for the country. Motorcycles of the Chennai-based manufacturer will be sold exclusively at dealerships across the country set up by the Corbeta Group. 

After officially entering Colombia later this year, Royal Enfield will commence operations in the country by introducing its Bullet, Classic, Continental GT and the Thunderbird (sold as Rumbler in global markets) range of motorcycles. The manufacturer will also sell its range of apparels and accessories through the dealerships. 

Mr. Siddhartha Lal, CEO Royal Enfield said, “Our unique form of motorcycling is centered on the idea of an absolute connect between the rider, his bike and the terrain he rides through. With a range of modern classic bikes, Royal Enfield brings to Colombia a new category of mid-sized motorcycles (250cc-750cc) that will make leisure motorcycling more accessible and fun.” 

All the operations including distribution, marketing reselling and service of the Royal Enfield products sold in Colombia will be taken care of by the Corbeta Group. The 70-year-old group has invested in several businesses in the country including retail, wholesale, automobiles as well as textiles.

Commenting on the partnership with the Corbeta Group, Mr Lal added, “Colombia is a strategic market for Royal Enfield given the potential of its motorcycle industry and the fabulous riding terrain. The Corbeta Group’s in-depth understanding of the Colombian market, proven credentials in the motorcycle business, infrastructure and aftermarket capabilities synergize very well with Royal Enfield’s differentiated product offering and brand experience.”

Colombia is one of the emerging Latin American markets and like India, is a big market for two-wheelers. Earlier this month, Hero MotoCorp also marked its entry into the Colombian market by setting up a wholly owned subsidiary, HMCL Colombia SAS. The company has also laid the foundation stone for a manufacturing facility in the country.