Motorcycle sales have rebounded from COVID in many parts of the world. In several countries, June 2020 was a record month. That’s good news for motorcycle manufacturers like Royal Enfield and the motorcycle community in general.
But for the Indian manufacturer, it’s an excellent story. While COVID-19 is wreaking havoc on India’s motorcycle sales, its international sales are a shining light in the murk. Its Interceptor 650 led the way in the UK for sales in June. While the Interceptor 650 posted the results for only a single month, it shows that the brand is onto something in the UK.
While the numbers are not huge, June’s sales prove that Royal Enfield is growing its market share in the UK. According to data released by the Motorcycle Industry Association (MCIA), Royal Enfield sold 196 units in June. While that’s not a large number, it’s large enough to have narrowly outsold the UK’s 2019 sales leader, the BMW R 1250 GS, by twelve units.
Those sales tell Royal Enfield that they are on the right track with their relatively budget-priced parallel-twin retro machine. While they sell huge numbers of bikes in India, they are minor players in the rest of the world. The Interceptor 650 is the company’s attempt to gain market share in countries outside of India. And, it appears that their approach is working.
It seems that the £5,699 bike ($7175) is hitting on both cylinders with riders in the UK. And Royal Enfield is betting that it can bring the brand to the party in the rest of Europe and North America. So, for at least one month, Royal Enfield can say that its Interceptor 650 is on the road to international market success. It will be interesting to see how the bike does in the rest of the world in the coming months.
All photo credit: Royal Enfield