Right after the brand’s 120th anniversary, Royal Enfield Philippines, under the Hardcore Brothers, marks its 10th-year milestone in the country. The brand first started in the Philippines with its first launch 10 years ago at the Bikes and Blues Bar, The Roadhouse located in Manila Bay.
Hardcore Brothers Custom Motorcycles Inc., started out 15 years ago and was founded by Jimmy D.L. Barinaga and his wife, former music label executive Flerry de Leon. In 2007, the couple established the company starting out by being the distributor of West Eagle and Easyriders products from Japan. Eventually, the company developed into becoming the leading authority in motorcycle customization. It seems like a match made in heaven when the Hardcore Brothers brought the whole Royal Enfield lineup in the country from the middleweight Continental GT 650 and Interceptor 650, to the ever-popular Royal Enfield Himalayan, to the classy cruisers and standards in the 350 series.
The Hardcore Brothers Custom Motorcycles Inc. then introduced the Royal Enfield brand to the Philippines in 2012 and has since gained recognition for its reliability and timeless looks. Royal Enfield Philippines even participated and successfully finished in the BOSS Ironman Challenge of the same year. The brand also cemented its reputation for fuel efficiency after taking the top three spots in the 400cc to 600cc category for the Petron Saferun back in 2012.
“Because of its extensive history and unmatched heritage, Royal Enfield has a cult following among classic motorcycles enthusiasts around the globe. Here in the Philippines, we have gained a new breed of loyal customers by demonstrating that Royal Enfield bikes are reliable, fuel-efficient and versatile a motorcycle distributor that’s been in the industry for a decade and a half now. Of course, there’s also the rockstar styling that’s hard to resist
Moving forward, Royal Enfield Philippines will continue to build its lineup of motorcycles by launching a new model every quarter up to the end of 2022. Right now, Royal Enfield also has dealerships located in Quezon City, Bulacan, Tiendesitas-Pasic Cebu, Cagayan de Oro, Dumaguete, and Davao. Satellite stores are located in Dipolog, Kiapawan, and Tacloban. The brand aims to have a total of 20 official dealerships by the end of the year, with the next one to be located in Bacoor, Cavite.
An avid motorcyclist himself, Barinaga was also one of the riders in the 2012 Saferun, and to put his money where his mouth is, he was part of the first Filipino Royal Enfield riding team who successfully rode the world’s highest motorable pass and challenging roads of the Himalayas in Khardung-la, India in 2017.