The British-bred Royal Enfield plans to expand aggressively in the Asian motorbike market. It hopes to increase sales across Asia and has recently announced plans to open a new factory in Thailand.

Asia’s motorbike market is the largest in the world with India having the highest motorbike sales, followed by Thailand, Indonesia and Vietnam. Royal Enfield sales have grown by 88% across the region in the last year.

Royal Enfield has been owned by India’s Esher Group since 1994. It is one of the world’s oldest bike brands which mainly caters to the mid-segment motorbike market for 250-750cc class bikes.

Royal Enfield bikes are also more suitable to the needs of Asia’s bike buyers. Their easy to use, simple design and classic style makes it a comfortable ride through the region’s congested roads, particularly in the big cities.

According to Vinod Dasari, Royal Enfield’s Chief Executive, Asian customers appreciate the style and heritage of their bikes.

"We make a significantly better bike for not a significantly higher price," he says.

The new plant in Thailand will be the company’s biggest factory outside India. It is expected to become operational within the next 12 months, serving as the company’s major export hub to other South East Asia countries like Malaysia, China and Vietnam.