Royal Enfield North America (RENA) is “actively recruiting” new dealer partners with plans to add “a select number of qualified dealers in key markets” by the end of the year, the company announced Tuesday.
The motorcycle manufacturer, a division of New Delhi, India-based Eicher Motors, is leveraging its recent global momentum to reach new markets, according to a company press release. Royal Enfield previously set a goal to have 100 dealers by the end of the year, and seems to be on track to easily meet or surpass that goal.
“We’re committed to bringing the fun and authentic riding experience that the boomers and Xers grew up with to a new generation of future enthusiasts — millennials,” Michael Roark, the company’s vice president of sales and dealer development, said in the release. “Royal Enfield North America is looking for and excited to talk to both traditional and unconventional dealer partners who share our passion and will become ambassadors for the brand.”
The announcement comes on the heels of Milwaukee, Wis.-based Royal Enfield’s recently added 20 dealers into its North American network. The company also entered into a partnership with ThunderRoad Financial to offer consumer financing options to its dealer partners in early May.
The manufacturer also struck an interest in financing promotions, though expanding its dealer network remains top priority, according to President Rod Copes. “We don’t see the need for promotions right away,” he said, but “we will continue to look at special programs and evaluate whether they make sense for our brand.”