Motorcycle manufacturer Royal Enfield Motors Ltd has hired Rod Copes, former sales and customer service head at US-based bike maker Harley-Davidson Inc., to head its North American business.

Copes is an industry veteran credited with expanding Harley’s businesses across four global sales regions and three product categories: motorcycles, parts and accessories and general merchandise. He spearheaded the brand’s geographic expansion across emerging markets and established offices in locations such as Singapore, New Delhi, Moscow, Dubai, Sao Paulo, Shanghai, Prague, Athens and Seoul.

At Royal Enfield, Copes will be responsible for driving business in the US and Canada.

By naming Copes to a top-level executive position, Royal Enfield has firmly stated its intention to rapidly expand the brand in the US, its top export market, the company said in a statement.

According to Siddhartha Lal, managing director and chief executive, Eicher Motors Ltd, which owns the Royal Enfield brand, the company will look to utilize Copes’s experience with marquee brands. Eicher wants to be a world leader in the mid-sized motorcycle market.

“We realize that the mid-sized motorcycle market is underserved and opportunities are immense on this continent," Lal said.

In 2013, Royal Enfield sold 178,121 units. During the first seven months of this year, sales rose 84% to 165,713 units over the year-ago period.

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