Triumph. In the 2018 sales were stable in line with the best

Triumph Motorcycles

Triumph Motorcycles sales in the 2018 has been in line with the record established in the 2017 losing only 0.2% despite the negative score in the domestic market. Europe with 54% of total is by far the largest region while the top market is the USA with 12.7k sales. 

Triumph Heritage

Triumph Motorcycles Ltd is the largest British motorcycle manufacturer, established in 1983 by John Bloor after the original company Triumph Engineering went into bankrupt. The new company (initially Bonneville Coventry Ltd) continued Triumph’s record of motorcycle production since 1902. 

Bloor set to work assembling the new Triumph, hiring several of the group’s former designers to begin work on new models. 

In 1988, Bloor funded the building of a new factory at a 10-acre (40,000 m2) site in Hinckley, Leicestershire. The first Hinckley Triumph’s were produced for the 1991 model year. Bloor put between £70 million and £100 million into the company between purchasing the brand and breaking even in 2000.

At the same time as production capacity increased, Bloor established a new network of export distributors. He had previously created two subsidiary companies, Triumph Deutschland GmbH and Triumph France SA. In 1994, Bloor created Triumph Motorcycles America Ltd.

On 15 March 2002, as the company was preparing to celebrate its 100th anniversary as a motorcycle maker, its main factory was destroyed by a fire which began at the rear of the facility. At the height of the blaze, over 100 firefighters were tackling the fire, which destroyed most of the manufacturing capacity. Nevertheless, the company, which by then employed more than 650 people, quickly rebuilt the facility and returned to production by September that year.

In May 2002, Triumph began construction on a new sub-assembly manufacturing facility in Chonburi, Thailand to make various components. A second factory was opened in 2006 and the ceremony was attended by Prince Andrew, Duke of York. A third factory was opened in 2007 to include high pressure die-casting and machining, and Triumph announced that they were expanding to increase capacity to over 130,000 motorcycles. Triumph Motorcycles (Thailand) Limited is a 100% UK owned company and now employs about 1000 staff.

Model Line Up

The 2015–2018 model range comprises:

  • Adventure and touring
    • Trophy SE ABS
    • Tiger 800
    • Trophy
  • Cruisers
    • America & Speedmaster
    • Rocket III
    • Thunderbird
  • Modern Classics
    • Bonneville
    • Bonneville T120
    • Street Twin
    • Street Scrambler
    • Thruxton
    • Scrambler
  • Roadsters and supersports
    • Daytona 675
    • Speed Triple
    • Street Triple

Distribution

Actually they distribute in the following countries: Argentina, Australia, Austria, Belgium, Bolivia, Brazil, Canada, Colombia, Costa Rica, Czech Republic, France, Germany, Greece, Guatemala, Honduras, Hungary, India, Indonesia, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Panama, Peru, Poland, Puerto Rico, Qatar, Singapore, South Africa, Spain, Scandinavia, Switzerland, Taiwan, UK, USA.

Global Sales

Global sales are probably below the owners expectations as large part of production capacity built between UK and Thailand is not utilized. 

Global sales in the 2018 were 60.579 flat from the previous year, when the brand have established the all time record sales with 60.697 units sold.

Europe is by far the most relevant region for this brand with 2018 sales at 33.138 units (-3.2%) representing the 54.7% of global sales. The second is North America with 21.1% and the third is the Latin America with 10.9%.

The top market is the US, with sales at 12.792; the second is the United Kingdom with 8.491 followed by France, Germany, Brazil and Italy.

 

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