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| August 23, 2019

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ROYAL ENFIELD STORE OPENS IN MELBOURNE

ROYAL ENFIELD STORE OPENS IN MELBOURNE
Gaurav Malhotra

Men love bikes. It’s as simple as that. And when it comes to bikes, no one makes them like Royal Enfield. Now, for all the ‘RE’ lovers in Melbourne, there is some good news. A new concept store has just opened on Cremorne Street that not only houses the latest Enfield models but also other riding apparel.

If you’re a Royal Enfield lover, you can now come to 28 Cremorne Street in Cremorne, Victoria 3121 to engage with your favourite bike brand at close quarters. A dealership by Mid Life Cycles, this exclusive store features all the best Royal Enfield models: the iconic Bullet 500, the retro-street models – Classic 500 and 350cc and the Classic Chrome 500cc, the Continental GT cafe racer 535cc, and the recently launched Himalayan 410cc, which is a motorcycle purpose-built for adventure and touring.

Here are a few things you can expect to find at the store:

  • It is huge, spread over 1655 square feet and creates an ambience of a motorcyclist’s living room, by featuring biking merchandise, comfortable sitting spots, and of course the bikes themselves arrayed in interesting angles and forms.
  • There is a wall display of a stripped-down Continental GT, showcasing the classic model’s internal components and its frame.
  • It contains a complete range of apparels and accessories, including purpose-built riding gear and urban protection gear.
  • The store has been designed not just as a point of purchase but also a meeting place for bike enthusiasts. So you can just go there and hang out, and talk to people about your love for bikes and for Royal Enfield.
  • It is a full-service dealership that is equipped with after-sales service capabilities.

The President of Royal Enfield, Rudratej (Rudy) Singh, said that Australia represents one of the most important growth markets for the brand. ‘We are already witnessing an upward growth in the market,’ he said, ‘a testimony to which is the 63% growth we have received in the first three quarters of 2016.’

In 2015, Royal Enfield sold more than 450,000 motorcycles worldwide. By 2018, they plan to double their production to 900,000 motorcycles. Their push into Australia is a big part of this drive to become an important player in the mid-size motorcycle market.

A few things about the Himalayan, one of the newer models of Royal Enfield that is being put on display at the concept store in Melbourne:

  • It is a motorcycle that was built on the philosophy that when you’re riding a bike on the mountain, it is important not to try to dominate the landscape but to be able to go with the terrain’s flow.
  • A grounded stance, terrain-tested suspension and dual-purpose tyres combined with agile handling means that the Himalayan can handle any off-the-road environments.
  • The Himalayan is powered by a completely new and evolved overhead camshaft engine platform that forms the base for its new long stroke LS 410 engine. The all new engine delivers high torque and usable power at lower RPMs. This makes for smooth riding in higher gears at lower speeds, making it easy to climb hills.
  • Touring utility is built into the Himalayan. A 15 litre fuel tank provides a long range of approximately 450 km. Luggage mounting points, for hard panniers, soft luggage and jerry cans are integral to the motorcycle’s design. A simple instrument cluster keeps track of speed, direction, ambient temperature, travel time, service intervals and multiple trip distances.
  • If you’re purchasing the Royal Enfield Himalayan in Australia, it will cost you $6990 to ride away, whereas in New Zealand the price is $5990 inclusive of GST plus on-road costs. This price includes a two-year warranty.

So what are you waiting for? If you’re a diehard Royal Enfield fanatic or just a bike enthusiast, come on over to the concept store, meet fellow bike lovers, and admire the many models on display. And if you’re feeling adventurous, why not give one of the bad boys a test ride?

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