The company has its sights on the competitive middleweight segment
The world’s oldest motorcycle brand in continuous production, Royal Enfield, has a new official distributor partner in Malaysia, namely Didi Automotive Sdn Bhd. Yes, this company is part of the DIDI Group, which also distributes Harley-Davidson, Vespa, Moto Guzzi and Aprilia motorcycles through Didi Resources Sdn Bhd.
Didi Automotive takes over the Royal Enfield distributorship for the Malaysian market from SNH Bhumi Corporation Sdn Bhd effective immediately.
Vimal Sumbly, Business Head for APAC markets, Royal Enfield commented that Malaysia is an important market for the UK-based motorcycle manufacturer, adding that the focus will be on the middleweight segment.
“We are confident that the new Classic 350 will further fuel our growth and our ambitions,” he said.
Here’s the press release with more information:
PRESS RELEASE
Royal Enfield, the global leader in mid-size motorcycles (250cc-750cc), today announced the appointment of Didi Automotive Sdn Bhd as its official distributor partner in Malaysia. Didi Automotive takes over from Royal Enfield’s erstwhile distributor- SNH Bhumi Corporation Sdn Bhd with immediate effect as the distributor for the brand in Malaysia.
From humble beginnings at the Redditch factory in 1901, Royal Enfield, the oldest motorcycle brand in continuous production, has been a preserver of the legacy of building simple, pared-down, authentic classic motorcycles. Holding true to an uncomplicated design philosophy that propounds purposeful longevity, Royal Enfield has spent more than a century traversing some of the toughest terrains in the world, and creating memorable experiences and legendary tales. Continuing on its journey of encouraging and kickstarting the active, lifelong pursuit of exploration, Royal Enfield is gearing up to celebrate 120 years of being fiercely unique, riding ahead with undeterred grit and resilience and building pure motorcycling culture since 1901.
Commenting on the appointment of new Distributor in Malaysia, Vimal Sumbly, Business Head for APAC markets, Royal Enfield, said, “The values of resilience, inclusiveness, and being accessible, Royal Enfield has emerged as the world’s oldest motorcycle brand in continuous production and has demonstrated creativity, adaptability, endurance, and agility across generations. Not only has the brand-built products which have played an integral role in people’s lives over decades, but have also been instrumental in building a culture around riding. Royal Enfield is not new in South East Asia as well. Royal Enfield dealerships existed in Singapore before and after the Second World War. Malaysia is an important market for Royal Enfield and we believe that our motorcycles will be ideal for riding through the beautiful landscapes of the country and offer customers a differentiated motorcycling experience. We are pleased to partner with Didi Automotive for this strategic market. We are confident that their proven success and expertise in the region will synergise well with Royal Enfield’s brand and product experience. With sharp focus on the middleweight motorcycle segment, we are confident that the new Classic 350 will further fuel our growth and our ambitions”
“As motorcycling the world over is getting extreme, we at Royal Enfield believe that we can create a wonderful space that’s more approachable and unintimidating. Our unique form of motorcycling is centred on the idea of an absolute connection between the man, machine and the terrain he rides through. We call this Pure Motorcycling. We have been working very hard to create evocative motorcycles that engage deeply and are fabulous to ride in real world riding conditions and speed”, he further added.
DIDI Group is involved in the distribution of motorcycles in Malaysia and Myanmar and created the first lifestyle motorcycle hub called The Gasket Alley.
“At Didi we always believe in providing the best lifestyle mobility solution by challenging ourselves to deliver the ultimate motorcycling ownership experience. We are very proud to partner with the world’s oldest motorcycle brand in continuous production and further diversify the offerings to the motorcycle enthusiasts in Malaysia. In the past few years, Malaysia has seen a growing demand for evocative, easy riding motorcycles that offer pure motorcycling joy. Our aim is to have the presence of Royal Enfield in every state of Malaysia providing the best ownership experience from sales, after sales and rides. With Royal Enfield we hope to drive this even more by providing an accessible and quality riding lifestyle that includes activities and showroom touch points nationwide” mentioned Rewi Hamid Bugo, Chairman of DIDI Group.
Customers can visit www.royalenfield.com, or at the nearest Royal Enfield Store.
