With Hardcore Brothers Custom Motorcycles divorcing Royal Enfield late last year, the industry was abuzz with who would take over Philippine distribution for the world’s oldest motorcycle brand still in production.
After all, a recent string of small-capacity retro bikes like the Classic and Hunter 350 along with the Scram 411 served to buttress the solid, middleweight Interceptor/Continental GT 650 twins.
Before the year ended, though, Bikerbox head honcho Mike Bondoc was already dropping hints here and there that they would take over. An affordable retro brand would nicely complement its boutique high-end offerings of Moto Guzzi and Aprilia.
Today, it became official with the announcement that Motociclista Scatola would be the Philippine distributor. A joint venture between Bikerbox and the Borromeo Motoring Group, the name is actually Italian for “bikerbox,” which is only fitting as it indicates they’ll give the brand the same dedication and passion that Bikerbox has given to Aprilia and Moto Guzzi.
That bodes well for Royal Enfield fans, too, many of whom may have felt a bit lost after first hearing the news that Hardcore Brothers had changed brands to BSA.
According to Anuj Dua, Royal Enfield’s business head for Asia-Pacific markets: “Being the sixth-largest two-wheeler market in the world, the Philippines is an important market for Royal Enfield, and we believe that our motorcycles will be ideal for riding, offering customers a differentiated motorcycling experience.”
Dua added: “We are pleased to partner with Motociclista Scatola for this strategic market. We are confident that their proven success and expertise in the two-wheeler market will synergize well with Royal Enfield’s brand and product experience. With a sharp focus on the middleweight motorcycle segment, we are positive for the next phase of growth given our robust motorcycle pipeline that’s apt for varied consumers in the Philippines. We are confident that this partnership will further fuel our growth and ambition in the Asia-Pacific region.”
Bondoc, director of Motociclista Scatola, had this to say: “In the past few years, the Philippines has seen a growing demand for evocative, easy-riding motorcycles that offer pure motorcycling joy. We aim to have the presence of Royal Enfield in the Philippines providing the best riding experience and further growing our community of leisure riders. With Royal Enfield, we hope to drive this even more by providing an accessible and quality riding lifestyle.”
With the future of Royal Enfield in the country secure for now—as well as a continuous influx of new models from other brands catering to the retro/leisure market—it looks like a great time to go bike-shopping.