Wisconsin Economic Development Corporation
Press Release

Royal Enfield Motorcycles Establishes North American Headquarters in Milwaukee

Global motorcycle company to establish HQ in Milwaukee’s Third Ward

By - Aug 17th, 2015 02:30 pm

Royal Enfield North America (RENA), a division of India-based Eicher Motors Ltd., has opened North American operations and established its headquarters in Milwaukee. RENA’s offices are temporarily located in Milwaukee’s Fifth Ward. Permanent offices are being renovated in the Third Ward, where occupancy is expected during 2016. When completed, the office will house operations, marketing, sales, warranty, service, dealership development and finance functions for the North American business. The company anticipates headquarters employment to reach 25 people by the end of 2017.

Royal Enfield is a manufacturer of classic-styled, middleweight motorcycles. The company’s British pedigree dates back to 1901, making it the oldest continuously operating motorcycle manufacturer in the world. Royal Enfield’s global models range in size from 350 – 535 cc and are ideally suited for urban environments.

“Milwaukee is the epicenter of motorcycling in the U.S., making it the optimal location for our headquarters,” said Rod Copes, President of RENA. “The Third Ward location will also serve as our first fully branded U.S. dealership. We anticipate opening several similar stores in key metropolitan areas across the U.S. in the next 24 months.”

To help secure the establishment of this office, the Wisconsin Economic Development Corporation (WEDC) has agreed to provide the company with up to $100,000 in tax credits through 2017. The actual amount of credits awarded will be contingent upon the number of jobs created during that period.

“Royal Enfield has a long tradition of manufacturing quality motorcycles, and we applaud this global company for its decision to select Wisconsin for its North American headquarters,” said Reed Hall, Secretary and CEO of WEDC. “The company had numerous options when it came to locating its headquarters, and WEDC is pleased to provide the assistance that helped make this possible in Wisconsin.”

The company is receiving a warm welcome from city and regional leaders.

“Milwaukee welcomes Royal Enfield, and I am confident the company will be successful here,” Mayor Tom Barrett said. “This city is an ideal location for the company. As it grows, Royal Enfield can tap into our strong workforce, our convenient location and the city’s rich motorcycling history”

“We’re delighted that Royal Enfield has selected Milwaukee as its North American home,” said Jim Paetsch, Vice President of the Milwaukee 7 regional economic development group. “It’s another affirmation of our ability to successfully compete for global corporate investment. Companies like Royal Enfield have options. We are excited that the company’s leadership has chosen to put down roots in southeastern Wisconsin.”

About Royal Enfield:

The oldest motorcycle company in continuous production, Royal Enfield made its first motorcycle in 1901. A division of Eicher Motors Ltd. (EML), Royal Enfield has created the mid-size motorcycle segment in India with its unique and distinctive modern classic motorcycles. With its manufacturing base in Chennai, India, Royal Enfield is able to grow its production rapidly against a surge in demand for its motorcycles. With 50 percent growth every year for the last five years, Royal Enfield is fast becoming an important player in the global mid-size motorcycle market and is working towards reinventing this space with motorcycles that are evocative, engaging and great fun to ride. www.royalenfield.com

About Eicher Motors Ltd.:

EML is the flagship company of the Eicher Group. As the manufacturer of India’s first agricultural tractor in 1959, EML emerged as a major catalyst for India’s green revolution. Today, the company is a prominent player in the Indian automotive space. EML owns the iconic Royal Enfield motorcycle business, which leads the premium motorcycle segment in India. In 2014, Eicher Motors recorded its highest ever total income of INR 8738 crores (USD 1.4 billion) and is listed on the Bombay and National Stock Exchanges. www.eicher.in

Disclaimer: All statements included or incorporated by reference in this media release, other than statements or characterizations of historical fact, are forward-looking statements. These forward-looking statements are based on our current expectations, estimates and projections about our industry, management’s beliefs and certain assumptions made by us. Although EML believes that the expectations reflected in such forward-looking statements are reasonable, there can be no assurance that such expectations will prove to be correct. Any forward-looking statement speaks only as of the date on which such statement was made, and EML undertakes no obligation to update or revise any forward-looking statements, whether as a result of new information, future events or otherwise. No assurance can be given that actual results, performance or achievement expressed in, or implied by, forward looking statements within this disclosure will occur, or if they do, that any benefits may be derived from them.

About the Wisconsin Economic Development Corporation:

The Wisconsin Economic Development Corporation (WEDC) leads economic development efforts for the state by advancing Wisconsin’s business climate. WEDC nurtures business growth and job creation by providing resources, technical support and financial assistance to companies, partners and communities in Wisconsin. www.inwisconsin.com

About the City of Milwaukee:

Milwaukee is an economically strong and diverse community with a relatively large percentage of the workforce employed in manufacturing. Situated on the Great Lakes, Milwaukee maintains an international port, an international airport, and strong ground transportation infrastructure. Milwaukee boasts a high quality of life with excellent cultural, recreational, and entertainment assets. www.city.milwaukee.gov

About the Milwaukee 7:

The Milwaukee 7 (M-7) is the regional economic development partnership for the seven counties comprising southeastern Wisconsin. The M-7 works closely with companies that create jobs and invest capital in the region. www.mke7.com

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