MANILA -- Often times, riding a motorcycle is not just about getting from Point A to Point B but about the “sensorial experience” you get while riding this two-wheeled machine.

That’s what Royal Enfield, the oldest motorcycle company in continuous production, had in mind when its recently opened its showroom in Makati City.

Designed as a motorcycle enthusiast’s living room, the 972 square-feet Royal Enfield shop was put up to showcase the brand’s philosophy of “pure motorcycling.”

“The idea was to set up a man cave where you’d feel comfortable hanging around while undergoing all this pure motorcycling experience,” said Jimmy Barinaga, president and CEO of Hardcore Brothers Custom Motorcycles Inc., the official distributor of Royal Enfield in the Philippines.

Hardcore Brothers Custom has been distributing “RE” bikes for four years now.

But since the Philippines is one of the most important emerging markets in Southeast Asia, Royal Enfield’s head office in India and Hardore Brothers Custom took it to the next level by opening its first exclusive store in Makati to target the country’s mid-sized motorcycle segment (250-750cc).

“This time it’s not just motorcycles: We also showcase a wide range of motorcycle apparel and accessories that are purposely built and detailed for the Asian market,” said Barinaga.

“Everything that’s displayed here -- the jackets, the pants and even the shoes and boots -- were designed for Asians, particularly Filipinos. The shirts and the jackets are not too thick or too thin for the local climate.”

Aside from displaying various Royal Enfield products, the store also features an interesting visual merchandising format and innovative product displays which include the use of bits and bobs from Royal Enfield motorcycles and photo frames that speak of the brand’s heritage.

There’s also full blown wall display of a stripped down Continental GT showcasing the bike’s internals and frame depicts machine love where the rider derives sensorial joy through tactile interplay with his motorcycle.

The newly revamped Royal Enfield store in Makati is a full-service store and is equipped to provide service and aftermarket capabilities. Royal Enfield will work closely with Hardcore Brothers Custom to bring a “differentiated experience” for motorcycle enthusiasts in the region.

“There will also similar set up in other branches (Ropali) and we will also set up a similar shop in our distributorship in Cebu,” said Barinaga.

Royal Enfield’s classic-styled motorcycles are popular among riders who wanted retro-styled bikes.

Barinaga said that aside from its aesthetics, Royal Enfield bikes are a hit locally because of the motorcycles’ durability and fuel efficiency. Most of all, he said, they are reasonably priced.

“The price, it’s not that expensive,” said Barinaga. "Then there’s also the durability, kahit saan pwede mong dalhin ito, minsan ipinang-aakyat pa ng bundok. Also it doesn’t consume much gas... It’s like you’re riding a 125cc motorcycle.”

Among the best sellers, he said, are the Classic 500 bikes which come in Battle Green and Desert Storm colors, which were evocative of the motorcycles used in World War II.

“We found out that Pinoys have this strong sense of nostalgia. Somehow, Filipinos seem to love history or sense of power,” said Barinaga.

During the 15-month period (from January 2015 to March 2016) Royal Enfield sold over 600,000 motorcycles across the globe to support its global growth strategy. It also announced its plan to sell 675,000 motorcycles for the 12-month period from April 2016 to March 2017.

By 2018, Royal Enfield plans to manufacture and sell up to 900,000 motorcycles from two of its existing manufacturing facilities and a third upcoming facility, in Tamil Adu, India.

Royal Enfield wants to become the leader in the global mid-sized motorcycle industry, which is why it plans to build two new technology centers - one in India and another in the UK -- to enhance capability and execute long term product strategy.

Royal Enfield recently announced its entry into Brazil along with the launch of its first subsidiary outside India in North America.

In Manila, the Royal Enfield Bullet, the world’s oldest motorcycle in continuous production since 1932, is available at P295,000 for the Bullet 500cc and P151,500 for the 350cc variant.

Royal Enfield’s retro street model, known for its post war, timeless styling - the Classic 500 is available for P313,000 and P196,500 for the 350cc variant. The most definitive highway cruiser, the Rumbler 500 is priced at P353,500 and the Royal Enfield Continental GT 535cc café racer is now available at a price of P353,500.

The Royal Enfield store is located at 7462 Bagtikan Street, San Antonio Village, Makati City.