January 30, 2023 By John Mendoza

Royal Enfield Philippines Opens 6th Local Dealership in Cebu City

Hardcore Brothers Custom Motorcycles Inc., the sole distributor of Royal Enfield motorcycles in the Philippines, in partnership with Motor Ace Philippines Inc., opened the doors of its brand new exclusive store in Cebu, Philippines last Saturday, January 28th. The new store is located at the Astron Gestus Building, Gorordo Avenue in Cebu City. 

With a unique history of building evocative motorcycles, Royal Enfield is now the global leader in the mid-size motorcycle segment. Customers and motorcycle enthusiasts in the Philippines can now experience this rich legacy through a complete range of motorcycles, apparel, and accessories available under one roof at the new Cebu dealership. Like all Royal Enfield dealerships in the country, the new store showcases the brand’s philosophy of “Pure Motorcycling” in every aspect of the Royal Enfield ownership experience. 

Hardcore Brothers Custom Motorcycles Inc. President and CEO Jimmy Barinaga and Motor Ace Philippines Inc. President and General Manager Jonel Borromeo cutting the ribbon.

This new dealership located at the heart of Cebu is a great avenue for prospecting buyers and advanced riders to experience pure motorcycling at its finest. Royal Enfield Cebu by Motor Ace is the sixth exclusive store to be added to the existing Hardcore Brothers Custom Motorcycles, Inc. network of dealerships in Quezon City, Bacoor Cavite, Pasig City, Davao City, and the City of Dumaguete.

Could be mistaken for any Royal Enfield dealership in the country. Cozy and fully stocked.

Speaking about the launch of this brand new exclusive store, Royal Enfield’s head of business for Asia Pacific Anuj Dua said, ”It has been our constant endeavor to build greater accessibility for discerning customers and widen our footprint in the Asia Pacific region. We have witnessed significant demand across key markets in the Asia Pacific region, the Philippines is a perfect example of this. Being one of the fastest-growing two-wheeler markets in the world, the country has shown tremendous potential for growth and is poised to become a huge market for the middle-weight motorcycle segment. Motorcycling aspirants here are quickly catching up on the trend of leisure motorcycling. With an intent to significantly expand our reach and build a robust network,  we are happy to announce the launch of a new store in the heart of Cebu city.  The new motorcycle line-up of motorcycles by Royal Enfield is perfectly suitable for a market such as the Philippines which has a huge upgrader and commuter population. We are confident that we will soon see the next phase of growth in the Philippines and we have plans to further increase our accessibility in the region.” 

Royal Enfield Cebu looks identical to any Royal Enfield dealership around the world.

Royal Enfield is committed to maintaining the global lead in the mid-size segment and Asia Pacific is of great strategic importance. We have been consistently building greater accessibility for our passionate community and avid riders. In the Philippines, we have seen a rapid surge in the community of Royal Enfield riders who are subscribing to leisure motorcycling and getting inducted into the pure motorcycling fold.  This new exclusive store and our evocative product range, available at accessible price points will appeal to motorcycling enthusiasts. We are looking at key cities in the Philippines to expand our distribution network, in addition to a strong aftermarket network and infrastructure to ensure full-service support to our customers in the region.” 

Hardcore Brothers Custom Motorcycles Inc. and Royal Enfield Philippines President and CEO Jimmy Barinaga spinning and laying down the groove.

Royal Enfield operates in the Philippines through Hardcore Brothers Custom Motorcycles Inc. which is the exclusive distributor of Royal Enfield motorcycles. They have been one of the pioneers in the custom motorcycle domain and have been associated with Royal Enfield for the past eleven years. 

Royal Enfield Philippines hardcore management team from left to right: CEO Jimmy Barinaga, Finance Manager Ana Francisco, National After-Sales Manager AC Gempeso, Technical Supervisor Justin Mesa, and National Sales Manager Lyle De Leon.

About Royal Enfield:

The oldest motorcycle brand in continuous production, Royal Enfield has created beautifully crafted motorcycles since 1901. From its British roots, a manufacturing plant was established in Madras in 1955, a foothold from which Royal Enfield spearheaded the growth of India’s mid-sized two-wheeler segment. Royal Enfields are engaging, uncomplicated, accessible, and fun to ride; a vehicle for exploration and self-expression. It’s an approach the brand calls Pure Motorcycling.

For more information about Royal Enfield please visit: https://www.royalenfield.com/ph/en/home/

For further information please contact 

Hardcore Brothers- hardcorebrotherscustom@yahoo.com.ph 

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