Triumph Motorcycles has formally agreed to commence its partnership with the Indian Bajaj Auto company in a deal that will see the iconic British marque grow its range with mid-capacity models.
Two years after Triumph and Bajaj announced its intentions to begin working together, the British marque has now confirmed the terms of the deal which will focus on giving Triumph a better foothold in emerging markets, as well as expand its range globally.
The collaboration is seen as a way for Triumph and Bajaj – which specialises in mid-range capacity models in its native India – to pool their resources in terms of design, engineering and manufacturing.
As a result, Triumph will capitalise on Bajaj’s production capacity in Pune, India to bring smaller capacity models that can be offered at more reasonable prices across Asia, including nations the brand isn’t yet represented. Triumph says its new models will start from around INR 2 lacs (around £2,200).
A number of these Indian-made models are then likely to be rolled out across the world, including Europe, though Triumph is yet to confirm what they will be.
In return, Bajaj – which also owns a large stake in KTM - will take over Triumph’s Indian distribution activities to leverage the company’s greater influence in one of the world’s largest motorcycle markets
“This is an important partnership for Triumph and I am delighted that it has now formally commenced,” said Triumph Motorcycles CEO, Nick Bloor.
“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 South East Asia, but also driving growth in more mature territories like Europe.”
“The Triumph brand is an iconic one the world over,” said Rajiv Bajaj, Managing Director of Bajaj Auto India. “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 to leveraging each other’s strengths and expertise to make the relationship a success for everyone.”
What new models can we expect from Triumph?
Triumph says the first new models will arrive around 2022 but is yet to confirm what they will be exactly.
While the new deal is primarily targeted at giving Triumph the chance to produce models locally – thus allowing them to be priced more competitively in those key markets – this will ultimately open up the more affordable end of the motorcycle market for Triumph globally too.
A mid-capacity naked is almost certainly on the way in the 400cc range, potentially in the style of the Street or Speed lineage, while the Tiger range could well see a ‘Cub’ model join the ranks.
Expect to see Triumph broaden its retro offerings in Asia to rival market leaders Royal Enfield on its home turf.
