Royal Enfield enters Columbia, appoints Corbeta Group as exclusive distributor

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Motorcycle manufacturer Royal Enfield has expanded its market reach to Columbia as the company announced Corbeta Group as their exclusive distributor. The Corbeta group will be responsible for supplying, marketing, reselling, distribution and servicing of Royal Enfield products in the Colombian market.

The British iconic brand, Royal Enfield has its manufacturing base in Chennai, India and is part of Eicher Motors Limited.

Speaking to the media about company’s expansion, Siddhartha Lal, CEO Royal Enfield said, “At Royal Enfield we believe that the leisure motorcycling across the world has gone extreme with machines that are super sized, ungainly and expensive to buy and own. While a lot of these attributes will continue to remain in motorcycling, there is a space for something very different.”

Lal further added, “Our unique form of motorcycling is centred on the idea of an absolute connect between the rider, his bike and the terrain he rides through. We call this Pure Motorcycling. We have been working very hard to create motorcycles that engage deeply and are fabulous to ride in real world riding conditions and speed. With a range of modern classic bikes, Royal Enfield brings to Colombia a new category of mid-sized motorcycles (250cc-750cc) that will make leisure motorcycling more accessible and fun.”

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Commenting on the partnership with the Corbeta Group, Lal said, “Royal Enfield has had a great run in the recent past with a 50% year-on-year for the last three years and aims to become a leading player in the global mid-sized motorcycle segment. Colombia is a strategic market for Royal Enfield given the potential of its motorcycle industry and the fabulous riding terrain. The Corbeta Group’s in-depth understanding of the Colombian market, proven credentials in the motorcycle business, infrastructure and aftermarket capabilities synergize very well with Royal Enfield’s differentiated product offering and brand experience.”

The Corbeta Group will be opening exclusive stores to retail the Royal Enfield brand. After the commercial launch later this year, Royal Enfield will be introducing its Bullet, Classic and Rumbler range of motorcycles in 350cc and 500cc displacements and the Continental GT 535cc café racer in Colombia. It will also be introducing its range of purpose-built apparel and accessories.

Speaking on the partnership with Royal Enfield, Enrique Vargas, General Manager Corbeta Group said, “The Corbeta Group with its range of businesses has been successfully present in the Colombian market for more than 70 years now. We understand the motorcycle market in Colombia and see a huge opportunity for creating a mid-sized segment here. We will be working with Royal Enfield to bring to Colombia a differentiated motorcycling experience. We will be supporting them with our strong aftermarket network and infrastructure to ensure that Royal Enfield customers have full service support in the region. Going forward, we will also be looking at assembling Royal Enfield bikes in Colombia.”

Stay tuned into Motoroids for all the updates from the world of auto. Do comment your views on Royal Enfield’s expansion strategy.

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