Royal Enfield begins today a new chapter in its trajectory in the Asia Pacific region, with the start of operations of its new assembly plant in CKD (Completely Knocked down) in Thailand, located in the province of Samut Prakan in Bangkok.
This is the brand’s first fully owned and operated CKD assembly plant in the country. An important step in the plans of the Indo-British firm in Thailand, reiterating its commitment to the region.
Inauguration of the new Royal Enfield assembly plant in detail
At the inauguration of the new assembly plant, Royal Enfield CEO, B Govindarajansaid: “Royal Enfield is working hard to grow the middleweight motorcycling segment globally. We have seen a great response from the international public looking for motorcycles that are affordable and a unique extension of their personality. “We have an evocative range of motorcycles on various platforms that cater to our global audience.”
And continues: “Royal Enfield is a truly global brand and is among the leading mid-segment motorcycle brands in markets such as the United Kingdom, Korea, Australia-New Zealand, among others. Our intention is to have an international investment expansion strategy in markets with great growth potential. The Thai assembly plant serves this vision. “In this way, we are bringing more and more motorcycle enthusiasts to experience the DNA of Royal Enfield – Pure Motorcycling.”
The commercial director of Royal Enfield, Yadvinder Singh Guleriaadded: “With markets like Asia-Pacific offering great potential for the mid-sized segment, our strategic intention is to be closer to these markets and grow the business. This is a testament to our commitment to the potential of the market and the growing community of motorcyclists. “We are confident that this facility will help us grow the mid-segment market here in Thailand, while allowing us to efficiently serve the growing demand in the region as well.”
This announcement is a significant boost to the company’s business in the Asia Pacific region and further reiterates Royal Enfield’s commitment to Thailand. The new assembly plant is Royal Enfield’s sixth CKD-type unit in the world, after Argentina, Colombia, Brazil, Bangladesh and Nepal. Commenting on the opening of the new assembly plant in Thailand, Anuj DuaRoyal Enfield’s commercial director for Asia Pacific, commented:
“It has been our constant effort to not only develop but expand the mid-size motorcycle segment in Thailand as it is a very strong market for Royal Enfield and has shown a consistent growth trajectory. Our customers and the passionate communities that exist throughout Thailand appreciate our brand, which has resulted in growth of more than 150% since our beginnings here in Thailand. “The varied topography, culture and diversity of the country provides the ideal environment for our type of motorcycles.”
Concludes: “Our growth over the years has been extremely encouraging, whether in the network, customers, community and our portfolio. We remain committed to delivering exceptional motorcycles and experiences that resonate with the Thai riding community. “Our strategic initiatives for 2024 and beyond will further consolidate our position and ensure a continued growth trajectory.”
The new assembly plant 5,300 m² has a capacity of more than 30,000 units per yearbeing a modern, state-of-the-art facility that will meet the growing demand in the country. This will facilitate more efficient and flexible motorcycle delivery for customers and offer an even more seamless experience. The new assembly plant will begin serving the Thai market and will then gradually serve the region.
