SERDANG: Famous for its classic motorcycle looks with rugged durability since the early 20th century, Royal Enfield knows it has a strong fan base in Malaysia.
Royal Enfield head business development Asia Pacific, Anuj Dua, said Malaysia was not new to the motorcycle brand with a chequered history.
“Royal Enfield has been around since the 1900s. Malaysians remember it well,” he told StarCarSifu at the launch of the Royal Enfield Bear 650 here recently.
But nostalgia alone was not enough to win over today’s younger riders, he noted.
Anuj said the real challenges were in building brand relevance and trust among new audiences.
He said trust has been steadily earned through the efforts of Didi Automotive Sdn Bhd, Royal Enfield’s Malaysian partner.
Anuj said Didi Automotive had gone beyond the standard dealership business model to promote the brand.
With regular rides, lifestyle focused events, and a growing sense of camaraderie among owners, Didi Automotive has helped turn a heritage brand into a living culture and making it relevant.
Anuj.
Anuj said while Royal Enfield bikes retain their signature retro charm, they are now equipped with modern essentials like ABS, LED lighting and turn-by-turn navigation.
“Royal Enfield owners love the retro charm but we are not stuck in the past.
"We add what’s needed, not what’s trending,” he said.
With new models launched quickly over the years, Royal Enfield is on the pulse of a changing market.
Welcoming competition, especially from Chinese manufacturers, Anuj said it pushes the brand to stay sharp, inventive and grounded.
Looking ahead, Anuj is clear eyed about Royal Enfield’s electric future.
The upcoming Flying Flea EV, expected next year, is a leap forward but not a blind one.
“We won’t push electric vehicles where the market isn’t ready,” he said.
For Anuj, timing is everything and local partners like Didi Automotive are crucial in reading the market direction.
