[Royal Enfield]

ROYAL ENFIELD OPENS FLAGSHIP NEW STORE

3 weeks ago | Words: Andy Wigan | Photos: Tom Fossati

Motorcycle dealers are doing it tough at the moment, with 2024 plagued by sluggish bike sales – especially in comparison to the unprecedented flurry of bikes heading out dealers’ door during the Covid pandemic. Royal Enfield dealers, on the other hand, seem to have been somewhat immune from this downswing. Having almost gone out of business in the early 2000s, the Indian brand – the world’s oldest motorcycle brand in continuous production – has gone from strength to strength, growing from around 40,000 units in 2008 to nearly one million bikes sold worldwide in 2023. And what better way to keep that counter-cyclical growth rolling than to build a new flagship store in one of its fastest-growing markets, Australia?!

Yep, Royal Enfield has just opened a flagship new store in Sydney called Moto Machine – a state-of-the-art showroom that’s situated in Clyde (near Parramatta). According to Royal Enfield PR about last week’s grand opening, “It’s the largest Royal Enfield store in Australia, and is designed to attract Sydneysiders and serve as a key pit stop for riders, cementing its position as a central hub for motorcycle enthusiasts and fostering a vibrant community space for riders.

“More than just a showroom”, Royal Enfield’s PR goes on to say, “this flagship Sydney store is a full-service dealership that embodies the spirit of Royal Enfield. As a ‘one-stop shop’, the store offers a range of motorcycles, accessories, and apparel, ensuring that every rider’s needs are met under one roof. Enthusiasts can explore the full line-up of Royal Enfield motorcycles on display, including the newly launched Shotgun 650, all-new Himalayan, Hunter, Classic, Bullet, Meteor, Interceptor, Continental GT, and Super Meteor. Customers can also get hands-on experience with a variety of accessories and try out demonstrator bikes. With its prime location and comprehensive offerings, the new Royal Enfield store in Clyde promises to be a landmark destination for motorcycle lovers in Sydney and beyond.”

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