Video: Premium Motorcycle Business Strategy Amid Economic and Rupiah Volatility

Nusantara Group, an automotive company engaged in the distribution, sales, and after-sales service of the renowned British motorcycle brand Royal Enfield, has recorded growth in the premium motorcycle segment, including electric motorcycles. Chief Operating Officer of Nusantara Group, Erwin Manalu, stated that for Royal Enfield specifically, growth is not only related to sales but also to a community that is expanding in line with the addition of branch offices and enthusiasts entering the Royal Enfield ecosystem. In an effort to boost sales and maintain customer loyalty, Nusantara Group is implementing two strategies: building a foundation of brand loyalty and further introducing Royal Enfield to fans of premium modern classic motorcycles. Nevertheless, global economic and geopolitical turmoil, which has impacted supply chain disruptions and the weakening of the Rupiah, has led to an increase in the cost of importing motorcycles.