I was just settling down to write the first installment of the review of our longterm Royal Enfield Interceptor 650, thinking about how impressive it’s been in the first few weeks of use and how more riders should experience the smooth and fuss-free way it operates, when a press release popped-up to say RE had achieved yet another brand landmark, as the Interceptor 650 claimed the number one spot for the best-selling motorcycle model in the UK across all displacements in June 2020. It seems the secret is out!
This sales achievement comes hot on the heels of the remarkable success of the Himalayan and further strengthens Royal Enfield’s ambitious plans for European expansion. It’s simply the case that the products are good, affordable and made even more so by a range of finance offers.
The NEC prototype launch of the 650 Twins in 2018 succeeded in attracting new audiences to the brand and although supplies of bikes were slow to initially materialise they seem to be selling themselves now, with the more upright Interceptor model leading the way.
But Royal Enfield have continually demonstrated their commitment to growth throughout Europe with a focus on really building their infrastructure. They’ve doubled the size of their Marketing and After-Sales support staff, adding 18 new members to the European team and pulling that talent from Suzuki, Harley, Kawasaki and others. The UK dealership network has expanded to 67 dealers with additions in Oxfordshire, Central London, Essex, Dorset, North Wales, East Midlands and Cornwall.
The Technical Centre in Bruntingthorpe now employs 140 people and as well as designing models they are also the driving force behind customisation, placing the brand infront of an audience that may never have considered the previous Bullet as a platform for development. There’s a broad range of accessories for the 650 twins even if you don’t want to chop bits off, and for those of us who like to get away from it all, that includes crashbars and sumpguard.
So the full review is still to come and our long-termer will be at The Overland Event in September for others to ride and see just why they are selling so many. Just add crashbars, heated grips and throw-over panniers and set off into the sun… Or ride to Barnard Castle to check your eyesight.
