Royal Enfield April 2023 Sales: Domestic Market Drives 18 Percent Despite Export Blues
Royal Enfield sales data for April 2023 shows that the company sold a total of 73,136 motorcycles. A significant increase of 18 percent from 62,155 unit sales in March 2022. However, sales performance of the two different types of models/segments, based on their engine capacity are a marked contrast.
RE motorcycle sales with engine capacity up to 350cc increased by 25.53 percent, whereas model sales for engine capacity exceeding 350cc declined by 20.61 percent. The high-volume 350cc segment accounted for 64,728 units in April 2023, up from 51,564 in April 2022. Strongly indicating growing market demand for smaller engine capacity models.
Royal Enfield’s April 2023 Sales: The Importance of Engine Capacity, Smaller is the Big Bet
Decline in sales of models with engine capacity exceeding 350cc, from 10,591 in April 2022 to 8,408 in April 2023, suggests an overlap of trends. Sales performance of the international business segment/exports was also poor.
Exports were reported at a 49 percent decline in sales, while domestic sales increased by 27.91 percent. Sales in India accounted for 94.18 percent of the total sales. There’s an overlap in sales of larger cc bikes and exports as the auto manufacturer has been concentrating on exports of bigger cc bikes to establish itself as a global mid-segment manufacturer.
Domestic Market Dominates: Royal Enfield’s April 2023 Sales Figures
The data highlights that Royal Enfield’s popularity in the domestic market is strong. Decline in sales of models with engine capacity exceeding 350cc and exports could be due to the company’s concentration on exports of bigger cc bikes to establish itself as a global mid-segment manufacturer.
While exports almost halved, above 350cc segment sales didn’t decline as much in the domestic market. This could indicate that more larger cc bikes were sold in the domestic market. However, decline in export sales is a cause for concern for the company as it represents a portion of their revenue.
Royal Enfield’s April 2023 Sales: Domestic Market vs. International Market
Overall sales suggests that domestic consumers prefer smaller engine capacity models, particularly Royal Enfield’s 350cc wide range of products. With a clear differentiation in model types and market segments, Royal Enfield is working on manufacturing expansion to achieve sustainable growth. The company needs is focused on strengthening its domestic market while improving its exports, particularly by introducing new models that cater to consumers’ preferences.
In March 2023, the company sold a total of 72,235 motorcycles, representing a 1.25 percent month-on-month increase in April 2023. The data shows that MoM domestic sales increased by 15.02 percent, while exports declined by 65.55 percent.
Source: Bike - rushlane.com
