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Royal Enfield has opened a flagship store in Sydney that is the brand's largest exclusive outlet in Australia and New Zealand.

With the opening of a new Royal Enfield flagship store in Sydney, the Indian manufacturer says it has expanded its presence in Australia and New Zealand to 56 locations.

Royal Enfield adds that its new state-of-the-art showroom, Moto Machine, is designed to attract Sydneysiders and serve as a key pit stop for riders, cementing its position as a central hub for motorcycle enthusiasts.

Located at Unit 1, 10 James Ruse Drive, Clyde, NSW, Moto Machine is the largest Royal Enfield store in Australia, showcasing the brand’s philosophy of “Pure Motorcycling” in every aspect of the ownership experience.

According to Royal Enfield, the new Sydney store is set to be a dynamic venue for rides and events, fostering a vibrant community space for riders. Unique features such as custom bike displays and the introduction of the very first ‘Make It Yours’ customisation station in any Royal Enfield dealership will excite both new and seasoned riders. This station allows customers to personalise their Royal Enfield’s, tailoring them to their unique tastes and styles.

More than just a showroom, the Sydney store is a full-service dealership that embodies the spirit of Royal Enfield. As a ‘one-stop shop’, the store offers a range of motorcycles, accessories, and apparel, ensuring that every rider’s needs are met under one roof. Enthusiasts can explore the full lineup of Royal Enfield motorcycles on display, including the newly launched Shotgun 650, all-new Himalayan, Hunter, Classic, Bullet, Meteor, Interceptor, Continental GT, and Super Meteor. Customers can also get hands-on experience with a variety of accessories and try out demonstrator bikes.

Addressing the opening of the exclusive Royal Enfield store in Sydney, B. Govindarajan, Royal Enfield CEO said, “2023-24 has been a hugely significant and high-adrenaline year for us, as we recorded our best ever performance globally. What’s really encouraging is the fact that while our recently launched products – the all-new Bullet 350, the all-new Himalayan, and the Shotgun 650 – have performed admirably well, our existing portfolio has also contributed significantly to our growth.

“Moving in line with our ambition to expand our reach in international markets, we have made sure that we provide truly global motorcycles for all our customers across the world. Our international business has been performing exceedingly well over the last few years and we’ve witnessed a strong growth momentum in markets outside India. We have recorded stellar revenue from the International markets in the last eight years while constantly building capabilities to cater to our global audiences. Australia has been one of the most important markets for us in the Asia Pacific markets and thereby our international growth story. We see a huge potential for leisure motorcycling in this country. I can confidently say that we are on a strong path to growth and will continue to deliver world-class motorcycles and pure motorcycling experiences to riders across the globe.”

Anuj Dua – Royal Enfield Business Head of Asia Pacific markets added, Royal Enfield is committed to become the global leader in the midsize segment and Asia Pacific is of great strategic importance. We have been consistently building greater accessibility for our passionate community and avid riders. In Australia, we have seen a rapid surge in the community of Royal Enfield riders who are subscribing to leisure motorcycling and getting inducted in the Pure motorcycling fold.

“With an intent to further expand our outreach, we have opened one of the biggest exclusive stores in the country. This will get us even closer to our customers and provide easy access to the brand especially in Sydney and its outskirts. This exclusive brand store and our evocative product range, available at accessible price points that will appeal to motorcycling enthusiasts. We are looking at key cities in the country to expand our distribution network, in addition to a strong aftermarket network and infrastructure to ensure full service support to our customers in the region.” 

Since Royal Enfield’s inception in Australia the company has developed a loyal rider community of over 15,000 riders and over 56 dealer partners, and it claims to be in the top three motorcycle brands in the midsize segment in Australia and the number one brand in New Zealand.