Royal Enfield eyes pre-owned motorcycle market with 'Reown' program

Royal Enfield recently applied for the "Royal Enfield Reown" trademark, indicating its plans to enter India's pre-owned motorcycle market.

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This move suggests that the company aims to follow a similar business model to that of Ducati and Triumph Motorcycles, where all pre-owned bikes undergo multi-point quality checks and are sold with a limited-period warranty.

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However, the Chennai-based brand has not yet released an official statement regarding its intentions.

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The pre-owned bike program is expected to offer two significant benefits for Royal Enfield.

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Firstly, it will help the company consolidate and gain control over the currently unorganized market for used Royal Enfield motorcycles.

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Secondly, it will provide customers with more options at various price points, making the brand more accessible to those on tighter budgets.

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Most Royal Enfield bikes are currently priced well over Rs. 2 lakh (on-road) and the upcoming all-new Bullet model is expected to be even more expensive.

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Thus, offering certified pre-owned bikes at lower prices could attract potential buyers who are deterred by the high cost of new motorcycles.

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By entering the used bike market, Royal Enfield has the opportunity to expand its customer base and solidify its position within the industry.

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