Royal Enfield has introduced its Ready to Ride program in the UK to attract new riders by simplifying the process of learning to ride middleweight motorcycles. The initiative supplies Guerrilla 450 bikes to riding schools and offers a bundled financing plan for bikes, gear, and licensing. This aims to lower barriers for beginners pursuing an A2 license.
Royal Enfield, an Indian motorcycle manufacturer with ambitions to produce and sell two million motorcycles annually, is targeting new riders through its Ready to Ride program launched in the UK. The program seeks to make entry into middleweight motorcycling more accessible by addressing common hurdles for novices.
The initiative begins with providing Royal Enfield's Guerrilla 450 scrambler motorcycles to riding schools. Currently, a small number of these bikes have been delivered to training centers, with plans to supply more. The Guerrilla 450 serves as an ideal starter for riders aiming for an A2 license, which acts as a bridge between a basic 125cc learner's permit and a full motorcycle license in Europe and the UK. Described as appealing to both urban and rural riders, the bike features a non-intimidating seat height and versatile styling.
In partnership with CA Auto Finance UK, the program offers a single monthly payment option that covers the purchase of the bike, essential riding gear, and licensing costs. This consolidated approach is designed to reduce the confusion and financial strain often faced by inexperienced riders. Insurance remains the primary additional expense outside the plan.
Davide Mamdouh, a representative from CA Auto Finance UK, stated: “We recognize that the upfront costs of motorcycling – from licensing to gear – can be a real barrier, especially for new riders. Through our partnership with Royal Enfield, we’ve created a flexible solution that brings these elements into one simple, manageable monthly payment. This collaboration is about removing complexity and delivering value across our network, making the dream of riding a Royal Enfield an accessible reality for a new generation.”
While the program may not attract seasoned riders, it positions Royal Enfield to grow its customer base among beginners.
