Bajaj Auto, a Pune-based company, and Triumph Motorcycles, a British motorcycle manufacturer, have announced the transfer of Triumph’s India sales and marketing operations to Bajaj Auto. As part of the partnership, they will launch a mid-sized range of motorcycles later this year, which has been jointly developed and will be produced at Bajaj Auto’s Chakan plant in Pune. The two companies had announced a strategic partnership in 2020 to collaborate on creating a new range of mid-sized Triumph motorcycles.
Bajaj Auto’s executive director, Rakesh Sharma, stated that the partnership is expected to provide Triumph with an opportunity to expand its business as the portfolio grows. He added that they would leverage their distribution network to expand exclusive Triumph stores in India in preparation for the launch of new motorcycles.
Bajaj Auto currently operates four exclusive dealership networks for its KTM, Bajaj Motorcycles, Chetak Electric, and Bajaj 3-wheelers range of products. Triumph dealers will become the fifth exclusive retail channel within Bajaj’s brand portfolio in India. The current Triumph Motorcycle dealerships will be managed by Bajaj Auto while remaining exclusive to the brand and operating in line with Triumph’s global standards.
The two companies are planning to launch a new range of mid-sized Triumph motorcycles, which will create a new entry point into the Triumph brand worldwide. Bajaj Auto plans to open Triumph dealerships in over 120 cities in the next two years in line with Triumph’s global standards.
Triumph Motorcycles’ chief commercial officer, Paul Stroud, stated that the partnership is important for Triumph, and it continues to progress well. He also expressed his excitement about the growth they can achieve through their partnership with Bajaj Auto in India.
In conclusion, the partnership between Bajaj Auto and Triumph Motorcycles will expand Triumph’s presence in India, provide Bajaj Auto with an opportunity to expand its business, and create a new entry point into the Triumph brand worldwide. With the new mid-sized range of Triumph motorcycles, the companies aim to capture a larger market share in India and enhance their global presence.
