Triumph Motorcycles Global Sales hit the 5th all time record in a row. In 2024 Triumph sold 133.677 motorcycles globally (+33.6%) over doubling volumes in 5 years and the sales in the 250-500cc have been 54.000, much more than any other “premium” OEM.
McD tracks new vehicles registrations across the World (over 85 countries), reporting data on calendar year. When you wish to compare data reported by us to those declared by the manufacturers, consider they usually report their “sales” (vehicles invoiced), which are usually different from “registrations”, accordingly with their fiscal year split.
The best performing company in the upper segment of the motorcycles industry in the last five years in British, and it is Triumph.
Thanks to the implementation of a very focused strategy in the product planning development and in the distribution management, Triumph has gained space in the World market expanding the activity in new markets, have reinforced the brand value and positioning and expanded the product range, with lower engines introduction (before in the 600cc class and then in the 400cc) even thanks to the partnership with other companies in India and China.
Really a masterpiece for a company development which should be studied by Managers of other premium companies, which celebrate marginal sales increase.
Looking at sales numbers, Triumph track is astonishing. When in 2020 the company hit the all-time record selling for the first time over 63.000 units globally, the Management did not organized a party to celebrate, but they were all busy on developing and outstanding plan, to double sales in five years.
The plan was based on shifting the focus from Europe/USA into the biggest markets (India, China, ASEAN) introducing new models with small engines (but with 100% Triumph’s heritage and style) and creating a wider network expanding the distribution and opening more stores, most of them exclusive.
In 2024 Triumph sold 133.677 motorcycles globally (+33.6%) over doubling volumes in 5 years and the sales in the 250-500cc have been 54.000, much more than any other “premium” OEM.
Triumph is the best interpreter of a strategy we call “Dual Value“. Infact, a 400cc engine, with premium shape and top of technology, is considered a premium and expensive model in Asia, South Asia and Latam. Anyhow, is much more affordable than a 800 or 1.200 cc and become the dream for middle and upper class consumers.
In Western Markets (US, EU, Japan, Australia and others) these 400cc models represent the entry level for a premium brand and allow to new customer to join the brand community, defending the brand from the wide and growing group of emerging brands, like Royal Enfield, Voge, Zontes and others.
Triumph management proved to be daring and very able to deliver, while other “premium” brands failed, like Ducati, with the Scrambler 400, or Harley-Davidson, which is not yet introducing its 400cc engine in US and Europe.
While the new low displacement engine allowed to gain over 50k additional sales, it pushed up the rest of the line up, now at near 80K, so a 30% better than 5 years ago. Infact, the 400cc volumes allow Triumph to ensure business return in a wider range of countries and it was possible to expand the network and gain new customers.
Chapeu!
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.
