Triumph And Bajaj Auto India Sign Partnership

Triumph and Bajaj Auto India have signed a long-term, non-equity partnership that will allow both brands to expand into new markets and develop new machines. Here’s how Triumph CEO Nick Bloor explained the decision in a company release:

“This is an important partnership for Triumph and I am delighted that it has now formally commenced. As well as taking our brand into crucial new territories, the products that will come out of the partnership will also help attract a younger, but still discerning, customer audience and is another step in our ambitions to expand globally, particularly in the fast-growing markets of Southeast Asia, but also driving growth in more mature territories like Europe.”

The plan to attract these younger riders is to develop lower-displacement machines, in the 200cc–750cc range. Getting into new territories, like Southeast Asia, is also expected to expand the Triumph ridership worldwide.

Bajaj will take over Triumph distribution in India as a result of the partnership, as well as distribution into other key areas of the region that don’t already have a Triumph presence. For those regions that do have access to Triumph’s machines, the newly developed models will be added to the lineup and sold by Triumph dealers.

Rajiv Bajaj, managing director of Bajaj Auto India, said: “The Triumph brand is an iconic one the world over. So, we are confident that there will be a huge appetite in India and other emerging markets for these new products. We look forward to working alongside such a famous motorcycle company and leveraging each other’s strengths and expertise to make the relationship a success for everyone.”

With Triumph’s reputation and Bajaj’s massive export business (distributing more than two million units worldwide in 2018–’19 and netting over $4 billion during the same time period) there’s likely a lot of room to grow. And if a middleweight Thruxton or Bonneville happens to make its way to US shores, all the better.