Royal Enfield has recently officially 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.
For long time motorcycle enthusiasts, the Royal Enfield name bares a long history and legacy in the two-wheeled market. The brand started at the Redditch factory in 1901, making it as the oldest motorcycle brand in continuous production. Royal Enfield’s bikes are well-known for traversing some of the toughest terrains in the world, and creating memorable experiences and legendary tales.
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.
Also, DIDI Group has confirmed in their statement that the company 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.