Royal Enfield, the fastest growing motorcycle brand in the world, has opened its first exclusive brand store in Melbourne at 28 Cremorne St, Cremorne, Victoria 3121, as a part of its growth strategy in Australia and focused international thrust of leading and expanding the global mid-sized motorcycle segment (250-750cc).

An official media ride preceded the store opening with journalists taking in the vistas of Port Phillip Bay as they toured on Royal Enfield motorcycles. Enjoying the Melbourne’s fine weather and cuisine, they joined the store launch in the evening.

Speaking at the occasion Rudratej (Rudy) Singh, President Royal Enfield said, “Australia represents one of the most important matured markets for Royal Enfield and we are already witnessing an upward growth in the market, a testimony to which is the 63% growth we have received in the first three quarters of 2016, compared to same period last year. This growth will be fuelled by our close proximity to the customer through over 25 dealerships across the country, this exclusive brand store and our evocative product range, available at accessible price points that will appeal to motorcycling enthusiasts. We are looking at key cities in Australia to expand our distribution network, in addition to a strong aftermarket network and infrastructure to ensure full service support to our customers in the region.”

Customers and motorcycle enthusiasts can now experience 115 years of legacy through its complete range of motorcycles, apparel and accessories, all available under one roof at Royal Enfield’s first concept store in the country, as a part of its new retail format showcasing its brand philosophy of “Pure Motorcycling” in every aspect of the Royal Enfield ownership experience. The store’s design creates an ambiance of motorcycle enthusiast’s living room by featuring an interesting visual merchandising format, comfortable sitting spots in several corners, and innovative product displays, which include a wall display of a stripped down Continental GT showcasing the bike’s internals and frame. The store will house not only Royal Enfield’s motorcycle range, but also its complete range of apparels and accessories, that includes purpose-built protective riding gear and the recently launched moto inspired urban protection gear. The space of store has been designed not just as a point of purchase but also a meeting point for enthusiasts to have conversations around motorcycling. The Royal Enfield store in Cremorne, Melbourne is a full-service dealership that is equipped with service and aftermarket capabilities as well.

“Today, Royal Enfield is one of the most profitable automotive brands in the world and we believe that our future growth will come from markets such as Australia with huge potential for our evocative, all purpose, and middle-weight (250-750cc) motorcycles. We want to revolutionize and re-invigorate this mid-size motorcycle market with our aspirational yet accessible range, by building the brand globally through a unique city led strategy that creates aspiration and generates demand across the country. As a part of this ‘city strategy’ we now have 16 exclusive brand (concept) stores outside of India, in nodal cities like London, Paris, Barcelona, Madrid, Valencia, Bogota, Medellin, Dubai, Jakarta, Bangkok and now in Melbourne, to create a robust eco-system offering a highly differentiated retail experience and aftermarket capabilities, rides and community events and other adjacencies that bring to life the heritage and world of Royal Enfield. The Melbourne store also follows this global retail identity and we are confident that it will set new benchmarks in motorcycle retail in Australia. The space has been designed not just as a point of purchase but as a meeting point for enthusiasts and for conversations around motorcycling”, added Rudy.

Royal Enfield designs classic styled motorcycles that are simple, evocative, tactile, timeless, uncomplicated and fun to ride, both in cities and for leisure touring or adventure rides. Blending traditional craftsmanship with modern technology, as a means to achieve the perfect balance between the man, machine and the terrain, Royal Enfield motorcycles creates a unique experience for riders. The iconic motorcycle brand of British origin has its roots dating back to 1901 in Redditch, England. With over 50% year-on-year growth in the last five years, Royal Enfield is becoming one of the leading players in the mid-size motorcycle category worldwide. In 2015, Royal Enfield sold more than 450,000 motorcycles worldwide and plans to double its production by FY end 2018, to 900,000 motorcycles.

Royal Enfield motorcycle range available in Australia includes the iconic Bullet 500 and 350cc, the retro-street models – Classic 500 and 350cc + Classic Chrome 500cc, the Continental GT cafe racer 535cc, and the recently launched Himalayan 410cc – a motorcycle purpose-built for adventure and touring. Royal Enfield’s first exclusive store in Australia in Melbourne is a dealership by Mid Life Cycles. Royal Enfield has been working tirelessly with Urban Moto Imports as its distributor in the country since 2015, to bring a differentiated experience for motorcycle enthusiast in the region.


Our Flat Track inspired Scrambler earned the moniker Hannibal by feeding on it’s own kind. Rolling on massive Dunlop DT3 flat track tyres Hannibal turns on a dime and glides through corners. The aggressive rubber didn’t fit under the rear guard, so we bobbed it. It didn’t fit under the front guard, so we chucked it. The front fork tube covers didn’t clear, so we clipped them. Minimalist mirrors mounted atop the handlebars keep it narrow and make it a natural lane splitter. The front running lights were repurposed as turn signals that glow bright with LED. A stronger chain was a must. A performance muffler helps this beast growl and the RAM-FLO 300 air cleaner lets it breathe deep. Bullet tail light and turn signals finish off the bobbed rear guard while the rego is best served on the side. The unsprung Classic 500 solo seat is comfortable but says “I’ll go it alone” Tidy, trim and tucked. Hannibal has everything it needs and only what it needs. No Frills, No Plastic and No Compromises.

Bike: Hannibal
2016 Royal Enfield ‘Custom Bike Build Off’ competition.
Dealership: Royal Enfield Sydney
336 Paramatta Rd
Burwood NSW 2134
PH: 02 9715 7354


Brass Rajah has many inspirations, including Royal Enfield’s own 1930s Isle of Man TT-entered 350 racers. Thirties-style inspiration also came from the BMW R5 “Hommage” tribute bike and the striking Hollis Type A. And there are elements of our own BMW R60/2, a customer’s much-admired BSA 350 single and of course that whole school of motorcycle design, the Bobber. With Brass Rajah, we’ve built a bike that emphasises the design strengths of Royal Enfield’s Classic range, centred on that upright, sculpted and somehow timeless single-cylinder engine. We took a brand new Royal Enfield Classic 350, sat it on the workshop floor, walked around it a few times, then started pulling bits off it. There’s so much to like about the RE Classic series as a base for a custom build. From the headlight nacelle through the line of the frame to the sprung seat, it looks right. But it also looks ready for more. Staring at the engine sitting high in the rolling frame, the first challenge was to visually lower and physically lengthen the profile of the bike. This was achieved by two critical features of this build and a myriad of lesser but challenging details. The most significant structural change to achieve the desired lines was lengthening the swingarm by 7.5cm (3”). This was done by Andrew Hallam of Hallam Racing and it’s a work of art and engineering integrity. The second critical feature for this build was the fuel tank. The standard Royal Enfield Classic tank is nicely-shaped in side profile, but our build required a longer, leaner, lower tank. We tried several possibilities, including some lying on the workshop shelves. None quite worked until we found a replica 1930s Norton tank. With the build deadline shortening, it wasn’t till the box arrived and we sat the tank on the frame that we knew we had our solution. Project 350 lived! By this time, we had specified and sourced many parts including the BSA-style rear shocks that perfectly complemented the standard Royal Enfield shrouded front forks and had stripped, powder-coated and rebuilt the wheels (with brass nipples on the stainless spokes). As one of the brands we stock, the Shinko tyres were an obvious choice to support the Thirties-Bobber look. The deep-dish leather seat was another no-brainer, as we’d already fitted the same seat to several customer Classic 350s and 500s, but this time we wanted to dispense with the standard springs beneath the seat. We made up a temporary supporting frame, then commissioned Paul Moneta of Fabwell to work his magic on a seat mount that in finished form causes the seat to float above the frame, suspended by an arch of steel that follows the curve of the rear guard. Paul also designed and fabricated the semi-hidden supports for that curvaceous, tyre-hugging rear guard – which was another crucial element to the build. This custom guard had to be carefully stretched and re-radiused to follow the profile of the re-laced 19” wheel (from a Royal Enfield Bullet 500). Credit for that painstaking task goes to Andrew, a master craftsman from our local TAFE. Building a custom bike requires two things – a unifying central theme that defines the build and keeps it pure to the intent; and hundreds of decisions about details. From early on, we had wanted some of those detailed parts to be in brass to pay tribute to those early bikes and builders and to evoke the Thirties Art Deco era. From the torpedo-shaped turn signals and extravagant wing-nut on the brass brake rod through to the brass-rimmed custom speedo, we’ve achieved our aim (and discarded a lot more brass bling than we actually fitted). But the final piece in the Brass Rajah puzzle again required a firm decision – we asked Glen Stevens to re-paint and pin-stripe the perfectly good Norton-style tank to stay true to our original design brief. And so we could use the outrageously curvaceous RE winged brass badges on the tank. And so we have it – Brass Rajah (or Prince). We hope you like it. In fact, we hope people like it enough to place an order for their own Mid Life Cycles RE350. Because the hardest part of this whole build has been to ensure that every step can be replicated cost-effectively to produce a limited series of practical, rideable and highly-desirable custom motorcycles, based on a timeless Royal Enfield Classic. “Like” this build, and contact us for more information on how to order your own RE350.

Bike: Brass Rajah
2016 Royal Enfield ‘Custom Bike Build Off’ competition.
Dealership: Mid Life Cycles
28 Cremorne St
Cremorne VIC 3121
PH: 03 9421 3765


What can we say… we set ourselves a goal to complete the Royal Enfield Custom Bike Build Off in just one day and we did it! Sure, there were a few hair tearing moments… but we got through it! Thanks to Scott, Chris and Ben and, of course, our visiting customers & friends, Doug, Kratzy, Mal and Brian who dropped in throughout the day. “ROCK THE CASBAH” was inspired by the Royal Enfield Classic 500 in Battle Green and Scott’s upcoming trip to Nepal with Himalayan Heroes in 2017. What would you need from a bike that could do anything? Chunky monkey tyres, a comfy seat, some super lighting for the dark desert nights, and spare fuel so you could just keep going and going and going… With some Zodiac Fenders, Emgo Grips, Emgo Enduro Bars, Pirelli Scorpion MX tyres, spotlights, Royal Enfield Crash Bar, a custom Royal Enfield exhaust, a full black out engine and an old jerry can we had hanging around – we didn’t get time to wrap the exhaust or fit the spare wheel, but that’s for another day! We have transformed the Royal Enfield Classic 500 into a MONSTER – just in time for Halloween!

Bike: Rock the Casbar
2016 Royal Enfield ‘Custom Bike Build Off’ competition.
Dealership: Noosa Motorcycles
16 Rene St
Noosaville QLD 4566
PH: 07 5455 5249


Royal Enfield Sydney are proud to present “Rough Cut” our customised Classic 500. Don’t let the name fool you, the only thing rough about this bike is the hand ground and polished metal fuel tank, guards and side cover. Clear coat over the bare metal enhances the finish. It refracts light to catch your eye and your heart. The short rear guard hugs the chunky Dunlop K180 and the led taillight compliments the lines nicely. All of the electrical components were relocated and the side tool boxes removed. A RAM-FLO 300 air filter is a beautiful and functional addition. The engine covers were painted black. The Hooligan muffler has a gentle upsweep and is met by hand wrapped header pipes. The headlight is clean and neat with the running lights converted to turn signals. New handlebars are finished with round bar end mirrors. Functional, serviceable and beautiful. This is no museum piece; Rough Cut is made to be ridden.

Bike: Rough Cut
2016 Royal Enfield ‘Custom Bike Build Off’ competition.
Dealership: Royal Enfield Sydney
336 Paramatta Rd
Burwood NSW 2134
PH: 02 9715 7354


Introducing the Royal Enfield Continental GT-Turbo by MotoMAX. At MotoMAX we have built more than our share of custom bikes, for this build we didn’t want to do the standard cafe racer, we wanted to push the limit, to build a bike that stirs the sensors from very angle. The Conti GT-Turbo is a machine!! What a bike to ride! Definitely not for traditionalists! The rush as the big single thumps spinning the turbo into life is like nothing else. Running a conservative 7psi the GT-Turbo is producing a very credible and reliable 42hp at the rear wheel that’s up 40%. Most notably we have nearly doubled the torque from stock! That’s impressive! The strip back brushed tins have been satin cleared and married with beautiful Italian leather. The classic brass badges gives the GT-Turbo a very clean, classy and roar look. A real head turner! Be Sure to check out more pictures @ ***Web: www.motomax.com.au ***Facebook: www.facebook.com/motomax.com.au ***Instagram: @motomaxmc The question every is going to ask, is it for sale? SURE IS! Contact us at MotoMAX in Osborne Park today at sales@motomax.com.au and register your interest. Freight options Australia wide.

Bike: Continental GT-Turbo
2016 Royal Enfield ‘Custom Bike Build Off’ competition.
Dealership: MotoMax
28 Hutton St
Osborne Park WA 6017
PH: 08 9244 4441


Built in the traditional spirit of ‘less is best’, this chrome C5 was stripped back to the bare essentials and evolving into a street rat chopper. Finding sporadic time slots in between our heavy workshop schedule was already a challenge, Luke’s only instructions was in supplying a list of parts and items he required us to order to undergo his creative inspiration. But rummaging through the backrooms and old boxes of ex-smash repair/ old warranty parts/ and old customer parts etc, Luke went scouting for inspiration. With the occasional welder and grinder in-between hammering, ‘Rumble Fish’ was gradually created. With a header from a GT Continental coupled with a 60’s cocktail shaker muffler, the rear guard from a Heist 250, Avon vintage ribbed Speedmaster 3.50 at the front, and a 130 cross section Dunlop TT100 GP at the rear, & modified and customised chain guard to suit. Rear shocks removed and replaced with modified and lowered struts. Can’t remember where the fuel tank came from – only that is was some previous unfinished project. (sorry if your reading this and notice it’s yours). The seat is original C5, another one that the cover still kept peeling off after a few repair attempts, so one way to fix it for good was rip it all off! -then some customising to allow airing of your cheeks (the rust was non intentional, but we let it go anyway). Air flow is through a K&N pod, and engine breather, old 70’s Triumph custom highbars with Amal single throttle and vintage switch gear. The complete front brake system was removed like ól skool rebellious style, unfortunately deeming the bike unroadworthy – not to mention no indicators and tiny tail light that was originally an indicator, but he did leave the horn – just in case… Needless to say, we are still waiting for that list of parts needed to order to undergo the project…
Bike: Rumble Fish
2016 Royal Enfield ‘Custom Bike Build Off’ competition
Dealership: Motociclo
95-97 Princess HWY
ST Peters NSW 2044
PH: 02 9557 7234

Introducing “THE ROYAL FLUSH” my version of what was lurking behind the bones of the donor bike a Royal Enfield Classic 500. The boys at MOTOMAX said, hey OLD MAN here’s a brand new Royal Enfield Classic 500 donor bike, take it away and do what you want with her. Just one condition… Bring her back!! I said OK So off we went to my shed. (Me and the 500 that is.) Now let me point this out and make it very clear this is a creaky old shed in my backyard. It’s got some tools, a dusty floor, a lot of inspiration, a little soul and not much more…But motorcycles seem to love it there… There are no Artistic Engineers, Master Craftsman, Fabulous Fabricators, Picasso Painters, or a dozen experts standing around scratching their chins trying to figure out what to do next…NO, NO, This is just an OLDMAN and a Motorcycle in a dusty shed, getting to know each other.. As time passed and the dust settled the vision became clear, below the exterior of the Royal Enfield Classic 500, lay the sleek bones of a stripped down “REAL WORLD BOBBER”. Yes. This is a bike. That after you have stopped looking at her. You just want to lean into that special kicker and fire her into action. Throw your leg over and nestle into that sumptuous leather seat, twist the throttle and take her for a BLAT..!! Whether it is… Bar Hopping, Café Stopping, or Beach Browsing, this little lane splitter is born to be ridden, the essence of a true bobber. That’s right, this is no Trailer Queen that gets carted around to shows and camera shoots. The last piece of inspiration for this build was to stay true to the Brand. “ROYAL ENFIELD”. She is as she was born pure “ROYAL ENFIELD”. That’s right “THE ROYAL FLUSH” – can’t get a better hand than that…Hope you like it…THE OLDMAN.

We know you want one, so give us a call @ MotoMAX and we will build your very own Royal Flush.

Modifications Listed Below: New tyres Bullet 500 offset front forks lowered Powder coated wheels, engine casings, rocker covers, Original bars flipped New cocktail shaker exhaust Modified kicker Heel toe shifter Velocity stack and tuning module Oilcan and Anti-gravity small case battery Custom leather seat laser engraved Hand fabricated guards Rear shocks lowered And plenty more, just keep looking…

Bike: Royal Flush
2016 Royal Enfield ‘Custom Bike Build Off’ competition
Dealership: MotoMax
28 Hutton St
Osborne Park WA 6017
PH: 08 9244 4441


Built by the team at Experience and it appears the only NZ entry in the Competition. The entire build was handled by our staff to ensure it exemplifies the Royal Enfield motto ” Built like a Gun “. The Continental GT was Inspired by the classic John Player colour scheme of the period, the bike personifies the early 60 cafe racers. However this little gem is road legal . Titanium Spark, Carbon leads, K and N filter with a high flow pipe ensures it runs and sounds like it looks. It’s complimented with a tail tidy and bullet indicators. But there is more, the whole package is yours fitted for only $1500 NZ …..available in any colour as long as it’s black. Please view additional shots on our website and thank you a million for you vote. We are donating our winning prize to charity!!

Bike: Son of a Gun
2016 Royal Enfield ‘Custom Bike Build Off’ competition.
Dealership: Experience Royal Enfield Dealership.
18 Northcroft St
Northcroft Building
Takapuna (North Shore) 0622
PH: 09 845 5950


Customers are invited to attend the biggest Royal Enfield National Ride Day in the southern hemisphere on Saturday the 10th of December. The National Ride event gives customers the opportunity to experience post-war style motorcycles and café racers from the Royal Enfield range. Test rides will be offered on the Classic 350, Classic 500, Bullet 500 and Continental GT at authorised Royal Enfield Dealerships across Australia and New Zealand.

To mark the special day, customers who participate in the test ride will receive a special complimentary event t-shirt and enjoy light refreshments at the dealership.

To enter the event on the 10th of December, please register on the test ride page.

Bookings are essential with limited spots available.