After more than four years of trying to gain a foothold in the Vietnamese market, Royal Enfield has to admit that it has failed.
The Vietnamese market is extremely large and offers quite a bit of potential. The approximately 93 million inhabitants own a total of about 43 million motorcycles. Therefore, Royal Enfield also tried to gain a foothold in this market, but is now withdrawing. The reason, they simply could not sell enough motorcycles.
One reason for the poor sales figures could be the rather high price of Royal Enfield motorcycles. In Indian, their home country, the motorcycles sell extremely well, because they are also offered there extremely cheap. One benefits there from tax breaks that do not apply in Vietnam. This, of course, is reflected in the price.
In addition, the Vietnamese market is dominated by modern Mantis-style scooters. Modern styling is the trend here, making it difficult for classically styled Royal Enfield motorcycles.
Even though it will not be possible to buy Royal Enfield motorcycles in Vietnam in the future, service (repairs and warranty services) for motorcycles already sold will still be ensured.
