Royal Enfield: The Titleholder of Mid-Range Motorcycles, Going Strong Against Harley, BMW, and KTM
Royal Enfield Outshines Harley-Davidson, BMW Motorrad, and KTM in Market Dominance?
India, often overlooked, takes the spotlight in the motorcycle manufacturing world. You might think Japan or China rules this realm, but think again. India's motorcycle industry has gained a compelling argument to stand its ground.
When we gauge motorcycle manufacturers based on revenue, it's the heavyweights like Harley-Davidson and BMW that steal the show. When we measure by the number of two-wheelers produced annually, the Japanese giants, such as Honda and Yamaha, reign supreme.
However, there's a catch. If we concentrate solely on motorcycles and exclude scooters and smaller vehicles, the Indian brand Royal Enfield claims the throne, as per Kai Petermann, responsible for the brand's distribution in Germany. "We don't produce 125cc or smaller engines, which are primarily used by major manufacturers to achieve their massive production numbers. We don't produce mopeds, light motorcycles, or anything similar."
Indeed, Royal Enfield exclusively manufactures mid-range motorcycles, sporting engine capacities ranging from 250 to 750cc. With an impressive production of over a million units in the last fiscal year, Royal Enfield takes the lead in mid-range motorcycles. In fact, they produced 1,009,000 units during that period.
Royal Enfield's varied engine series includes a single-cylinder engine, a non-EU homologated 440cc single-cylinder, a 650cc twin-cylinder, and a newer 450cc single-cylinder with liquid cooling, making its debut in 2023. This extensive collection offerings helps maintain their dominance in the mid-range market.
Premium Brand in the Homeland
Royal Enfield is a steadily growing brand, with a stronghold in its native India. The brand has also seen increasing sales in Asia and the western world. In performance-oriented Germany, the brand's importance is growing as well. According to the German Association of the Automotive Industry (VDA), Royal Enfield ranked among the twelve strongest motorcycle brands by volume in 2021.
The Future Ahead
For 2025, Royal Enfield focuses intensely on solidifying its presence in the twin-cylinder segment, with the introduction of the "Bear 650" and the "Classic 650" models. The former comes as a scrambler, while the latter continues a tradition dating since 1901 in its model name. This expansion brings the Indian portfolio to a total of twelve models, available in multiple variants and colors.
The most affordable model is the HNTR 350, priced at €4,490, while the top-tier Super Meteor 650 "Celestial" costs €8,390. The new "Bear" ranges between €7,640 and €7,890, while the new Classic 650 ranges between €7,090 and €7,390. Royal Enfield even ventured into the electric motorcycle market, announcing an electric model last year.
Expanding the Horizon
To sustain growing registration and stock numbers in Germany, Royal Enfield is actively expanding its presence. As Petermann explains, "We want to offer our customers more service and for that, we are establishing our own German subsidiary." This operation is set to begin in the Freiburg area this fall and is meant to coordinate the brand's distribution in Germany.
Source: ntv.de, Ulf Böringer, sp-x
Insights
Royal Enfield dominates the mid-range motorcycle market, with impressive production figures and steady growth, particularly on an international level. In direct comparison to Harley-Davidson, BMW, and KTM, Royal Enfield can be considered larger in terms of production volume for mid-range motorcycles due to its high monthly sales figures and aggressive international market expansion.
However, BMW, though a powerful player in Europe, has a less significant focus on the mid-range capacity than Royal Enfield, albeit maintaining a premium market position. KTM, which concentrates on sport and off-road segments, does not have specific recent production figures to directly compare with Royal Enfield’s volumes, but it is noted to be competitive in the mid-range segment (especially 250cc to 750cc).
As the European motorcycle market faces a decline in early 2025, Royal Enfield is actively updating its models and developing electric motorcycles to expand its international footprint and further establish its presence in the mid-range motorcycle segment worldwide, including in Germany. With these developments and its strong international sales figures, Royal Enfield is set to remain a competitive force in the global motorcycle market.
- When focusing on mid-range motorcycles, excluding scooters and smaller vehicles, the Indian brand Royal Enfield leads the market in production, making it the dominant player in this specific segment.
- Despite being a steadily growing brand, Royal Enfield's product offerings extend beyond their native India, reaching Asia, the western world, and even ranking among the twelve strongest motorcycle brands by volume in Germany according to the German Association of the Automotive Industry (VDA).
- In an effort to expand its presence and improve customer service, Royal Enfield plans to establish its own German subsidiary this fall to coordinate distribution in the country.
- As part of its strategic expansion, Royal Enfield aims to solidify its presence in the twin-cylinder segment with the introduction of the "Bear 650" and the "Classic 650" models in 2025, adding to their portfolio of over a dozen models and varying engine series.
