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Friday, August 11, 2017

A visit to the Royal Enfield USA store in Milwaukee

How much is that Royal Enfield in the window?
It wasn't part of the plan to visit the flagship store of Royal Enfield North America in Milwaukee.

But when a trip to see my wife's mother put us in the city's Historic Third Ward it was easy for Bonnie to suggest I stop in, "just to look around."

So, with wife and mother-in-law waiting in the car outside, I dashed in to see what new Royal Enfield colors might be on view.

Sign on building emphasizes Royal Enfield's long history.
Like many buildings in the old-timey Milwaukee neighborhood it's in, the Royal Enfield dealership is a historic 1914 building. I wrote about the history of the building in this blog post.

It's worth strolling the up-and-coming neighborhood to see how the great old buildings are being restored and utilized.

Royal Enfield Milwaukee is in a historic 1914 Old Third Ward building.
But I didn't have time to do much more than wave at the dealership employees on duty and promise to spend more time "next time" I get to town.

The newest model on site was the Himalayan, which likely won't go on sale until "this autumn," one of the representatives told me. I assume that is the optimistic view.

The Himalayan on view in the store isn't for sale — yet.
I was glad to see the new Squadron Blue color for the first time, in person. I was surprised it is not glossy. It's a military-style paint job, in line with the Desert Storm and Battle Green tributes to Royal Enfield's long history of serving the armed forces.

I shared a joke about Milwaukee winters with the sales representatives. And then it was time to go.

Royal Enfield of Milwaukee is at 226 N Water St., Milwaukee, Wis. They're open 10-6 Tuesday through Friday, 10-4 Saturday, and Sunday 11 to 3. Closed Mondays.

Squadron Blue joins the other military colors,
Desert Storm and Battle Green.
A party at the Milwaukee showroom is scheduled for Saturday, Sept. 9, with food, drink, music, test rides and, of course, the full line of Royal Enfields to see for yourself.

Sure way to draw customers: Put a Royal Enfield outside the store!

1 comment:

  1. This place IS worth a stop if you're in Milwaukee. They have all the bikes currently offered in the US along with apparel and some RE hardcover books. It is within easy walking distance of the 3rd Ward Market and barely 10 minutes away from the Harley Davidson Museum Complex. Just don't forget to feed the parking meters; and don't bother asking anybody about the twin because they'll just play dumb.

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