![]() I met up with Sara Lahalih, Royal Enfield’s Rider Training Business Development Manager for North America, at Deus Ex Machina, a motorcycle shop/coffee hangout in Venice, California. Two years ago, Royal Enfield North America took over distribution of bikes for this continent. The two companies merged in 1994, an arrangement that continues to the present day. In 1990, Royal Enfield made a strategic alliance with the Eicher Group, a major Indian automotive manufacturer. The British company ceased production there in 1970, and went out of business in 1971, leaving the Indian company the full license and market. India took to the brand so well that an assembly plant opened there in 1955, and full manufacturing commenced in 1957. In 1949, Royal Enfield began selling bikes in India. A British munitions maker took the name “Royal Enfield” in 1890, and branched out into building bicycles, lawnmowers and stationary engines, eventually building motorcycles in its Worcestershire facility.
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