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.

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.


Royal Enfield launched the Himalayan — a motorcycle purpose-built for adventure and touring , at Melbourne Moto Expo 2016. Bringing together 60 years of Himalayan riding experiences in a completely ground-up design, and powered by a new LS 410 engine, the Royal Enfield Himalayan paves the way for a purer, non-extreme and more accessible form of adventure touring. 

Since 1901. Not all that different today.

The Enfield’s character hasn’t been tinkered with in 115 years and counting. And there’s no mistaking what our machines sound like. Get a feel for our motorcycles and purpose-built gear at a Royal Enfield store near you.

In Australia and New Zealand you now have the choice of buying a Classic 350 in Lagoon, White, Black, Mint or Chestnut for the price of $6,490 (Ride-away) in Australia and $5,990 (plus ORC) in New Zealand. The bike comes with a two year warranty and two year roadside assistance (Australia only).


Royal Enfield distinguishes their Classic 350 ‘Retro Street’ range even further with two distinctive new colours, ‘Chestnut’ and ‘Mint’, which capture the classic lines and features of this retro styled motorcycle. With chrome finishes everywhere you look, stainless steel spoked wheels and a comfortable sprung saddle, its hard not to admire this traditional motorcycle with its timeless appeal.

However, although traditional in appearance, at the heart of the Classic 350 sits a modern aluminium 346 cc, single cylinder, 4 stroke, twin-spark engine with electric start which delivers 19.8 hp at 5250 rpm and 28 Nm of torque at 4000 rpm. The smooth power delivery is helped by a five speed constant mesh transmission with wet multi plate clutch. The comfortable ride is managed by 35 mm front telescopic forks with 130 mm of travel and rear twin gas charged shock absorbers with 5-step adjustable pre-load. Braking is taken care of with a front 280 mm disc, 2-piston caliper / rear drum combination.

The Classic 350 comes standard with a pillion seat (not shown), along with two year roadside assistance (Australia only) and two year warranty.

Experience the Classic 350 by visiting a Royal Enfield dealership near you.

The 2016 New Zealand Motorcycle Show, named the Ride Forever Motorcycle Show, will be held at Auckland’s ASB Showgrounds on the weekend of the 13th and 14th August.

This hugely popular show now in its 4th year as a fund raising event for the Papakura Rotary Club, will feature over 500 Classic, Custom and Modern bikes, both on and off-road.

Major prizes will be given to entries for the Classic Bike of the Year, Best Bike at Show, Best Club and Peoples Choice as well as multiple Marque contests.

Royal Enfield will be on display, showcasing the full range of motorcycles from the iconic brand including the reborn café racer Continental GT, Himalayan tested Bullet 500, the alluring Classic 500 and the newest star, the Classic 350.

The Classic 350 will surely bring much attention to the stand as it enters the New Zealand market offering amazing value for riders who are looking to own a modern classic retro motorcycle.

Don’t miss out on what will be the biggest motorcycle show of the year in New Zealand, with an awesome door prize and a spectacular number of motorcycles.

To find out more about the show visit



The full range of Royal Enfield motorcycles will be represented at the National 4×4 Outdoors Show and Fishing and Boating Expo on the 19th to the 21st August, at the Royal Melbourne Showgrounds.

Royal Enfield joins the expo with over 200 other exhibitors showcasing a variety of outdoors products from fishing, boating and marine to camping and four wheel driving.

The event is sure to impress visitors with the excitement of the dedicated 4WD Proving Ground, Campfire Cooking Corner, Tackle World Fishing Stage, WAECO Outback Stage and the legendary Action Arena.

Be sure not to miss out on seeing the Royal Enfield stand in the Grand Pavilion, which will be displaying the latest models including the Continental GT, Classic 500, Classic 350 and Bullet 500.

If you would like to know more information, head to the events website



Royal Enfield invites you to come along to the 2016 Throttle Roll street party this Sunday 12th June, Marrickville Sydney.

There will be plenty of motorcycles to see from small time bike projects to bigger bike builds, including our very own Royal Enfield custom Desert Storm as featured in the upcoming Café Racer magazine, as well as the new Continental GT and Classic Squadron Blue. The street will be alive with live bands, djs, food stalls and bevies on tap.

Location: Railway Parade, Marrickville Sydney

Time: 11am – 11pm.