Is Royal Enfield outpacing competitors like Harley-Davidson, BMW Motorrad, and KTM in market dominance?
India, contra popular belief, is holding the torch for a significant spot in the motorcycle manufacturing arena. But how does Royal Enfield, an Indian brand, fair against the big names like Harley-Davidson, BMW, and KTM? Let's dive in!
If you judge a brand by its revenue, the big guns in high-end motorcycle production - Harley-Davidson and BMW - stand tall. On the other hand, when looking at the number of two-wheelers produced annually, the Japanese powerhouses - brands like Honda and Yamaha - dominates, thanks to their extensive model range (50cc to upwards).
However, when focusing specifically on motorcycles - excluding scooters and smaller models - Royal Enfield claims the crowning glory, according to Kai Petermann, responsible for the brand's distribution in Germany. Royal Enfield exclusively produces mid-range motorcycles with engine capacities ranging from 250 to 750cc, and their production has been steadily climbing. In the last fiscal year, they produced over one million units - a first - with a total of 1,009,000 units.
Their portfolio is diverse, with four engine series: a 350cc single-cylinder, a 440cc single-cylinder not homologated for Europe, a 650cc twin-cylinder, and the newest, a 450cc single-cylinder with liquid cooling. The latter has been available since 2023, and can be found in the Himalayan adventure bike and the Guerilla naked bike.
Royal Enfield - A Premium Ride in India and Beyond
Royal Enfield has been consistently growing in sales, and is perceived as a premium brand within its homeland. The brand is experiencing increasing sales in Asia and western nations, including performance-oriented Germany. In 2022, for the first time, the German Association of the Automotive Industry (VDA) named Royal Enfield among the top 12 motorcycle brands by volume.
Rolling Out the Red Carpet for Royal Enfield in Germany
In 2025, Royal Enfield is planning a stronger presence in the twin-cylinder segment, with the new "Bear 650" and "Classic 650" models. These new additions will bring the Indian portfolio to a total of 12 models in various variants and colors.
To cater to the increasing demand in Germany, Royal Enfield is expanding its presence by establishing its own German subsidiary, which will commence operations in autumn 2023 and coordinate the brand's distribution in Germany.
So, it seems Royal Enfield is making a strong case to vie for the title of the largest mid-range motorcycle manufacturer, against Harley, BMW, and KTM. While exact comparisons in terms of production numbers in the 250-750cc range are scant, Royal Enfield's focus and success in the mid-range segment undeniably make it a serious contender in this market.
- Royal Enfield, an Indian brand, is a significant player in the motorcycle market, especially in the mid-range segment with motorcycles principally designed for the transport of persons, outshining brands like Harley-Davidson, BMW, and KTM.
- In terms of annual production, Royal Enfield surpassed one million units in the last fiscal year, producing more mid-range motorcycles, such as the Himalayan adventure bike and the Guerilla naked bike, than their direct competitors.
- Not only in India, but Royal Enfield is also a premium brand in Asia and western countries like Germany, growing in sales and being recognized as one of the top 12 motorcycle brands by volume by the German Association of the Automotive Industry (VDA) in 2022.
- To meet the increasing demand in Germany and further strengthen its presence, Royal Enfield plans to launch new models in the twin-cylinder segment, establish its own German subsidiary, and expand distribution, including the introduction of gadgets and technology that cater to the preferences of modern motorcyclists.
