Can you guess what's common between Ferrari, Porsche and Royal Enfield?
These are the 3 automobile OEMs with the highest profit margin% globally!
Automobile industry generally operates in low double digit EBITDA margins and Eicher Motors' 23.7% is unheard of, globally
Eicher Motors which gets 80% of its revenue from Royal Enfield has an 85% market share in 350cc+ motorbike category
While there has been a continuous onslaught of new entrants trying to get a share of the highly lucrative 350cc+ category - Jawa, Yezdi, Harley Davidson, Triumph, Bajaj, Honda have all tried but RE maintains its sheer dominance
The reasons for exceptional margins are simple:
Royal Enfield's ASP is ~3x of peers like Bajaj, Hero, or TVS
RE exports are to developed countries where it earns 25%+ higher revenue whereas competitors like Bajaj, Hero, TVS are exporting to emerging markets at margin dilutive prices
RE has amazing pricing power because it is an aspirational brand. Only 7% of RE owners buy as a first motorcycle - It is usually the 2nd or 3rd motorcycle in a customer's ownership journey when they're looking to spend money on an upgrade
It's crazy that 15 years ago, this entire category was practically non-existent!
Self Employed
5moI was the General Manager for the 2008 start up. With a great visionary of a man called Hitoshi Kono (MD) I was responsible for setting up the launch & initial dealer network in Australia. Sadly Kono was replaced in 2011 to go and set up another project in China. After working with the incoming MD for 12 months it was obvious that we had different ideas on how to run the business and the dealers going forward , so I decided to leave for a new venture. I was very proud of what we had achieved in the first 4 years with the dealer network growing from 0 to 84 dealers nationally , excellent gross per unit sold and above average CSI results. I reflect back on my time there as the most exciting and best years of my 40 year automotive career and I congratulate the company on achieving the 15 year and 300,000 sales milestones !