Royal Enfield Targets 125 Dealer Network in 2019

Royal Enfield North America is looking to grow its dealer network from 90 to 125 stores in 2019, primarily in the eastern United States, according to Vice President of Sales Mike Roark.

While the OEM is looking to add 35 dealers in the coming year, that number could climb if dealer opportunities present themselves, Roark said.

“We look for high market potential areas,” Roark said. “We look for the best dealer in that market who would be a good partner for us. We try to fill the voids in our market through city locations and high population areas, and then we’ll expand from that.”

Royal is hoping new dealers will be drawn to the upcoming North American launch of several motorcycle models, which include the Royal Enfield’s 650 Twin motorcycles, the Interceptor 650 and the Continental GT 650. The bikes will release in the spring of 2019. The retail price for the Interceptor 650 starts at $5,799 and the Continental GT 650 starts at $5,999.

Roark said that the bikes, which offer an affordable price for riders and high-performance, will be a “huge benefit” to Royal Enfield dealers and bring new customers to the store.

Earlier this month, Royal Enfield signed FreedomRoad Financial as a retail finance partner and launched a “No Payments, No Interest” incentive program as another tool for dealerships.

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