Royal Enfield will launch to start an exclusive Royal Enfield Riders Club of Europe, a sort of official riders club for Royal Enfield enthusiasts. The aim of the club will be to bring Royal Enfield riders together as a community on rides with a cause. And those joining the Riders Club will get access to dedicated club-only rides, exclusive brand experiences and event invites for local and long-distance European motorcycle adventures. The idea is to spread the spirit of motorcycling among Royal Enfield enthusiasts, and also to cement the core brand ethos of Royal Enfield, about it being not just about motorcycles, but about the community and a lifestyle.
"At Royal Enfield, we're all about our riders - they are the real custodians of the brand. For everything that we do as a company; from the motorcycles that we develop to the entire brand ecosystem we carefully curate, we put the end rider at the core of our thinking," said Arun Gopal, Head of Business Markets, EMEA.
"We appreciate that riders come in many forms and different guises; the purists, the adventure tourers, the retro bike enthusiasts or the everyday commuters that seek self-reliance and convenience. However, what unites them all is a yearning to get out and ride. We love motorcycling in its purest form, it binds and grounds us, and we welcome anyone into our world. We're excited to write the next chapter of Royal Enfield's enduring story, and we envision the Riders Club of Europe to be an integral part of this for many years to come," he added.
Naturally, the Royal Enfield Riders Club will be all about building communities around the brand. The plan is to curate experiences with third parties for a host of memorable rides, national and international tours and rentals, single and multi-day training days, and unique rides and events all scheduled for 2021. Members will be entitled to a few perks, like VIP access to shows and events, but only when it's safe to organise and attend such events in the post-COVID world.
For Royal Enfield owners, the first year of membership with the Riders Club will be free, and all members will receive a free gift when joining. To sign up, Royal Enfield owners need to log on to the Royal Enfield Riders Club of Europe through the Royal Enfield homepage. Future new owners will receive the option to sign up for the Riders Club when purchasing a new Royal Enfield motorcycle.