Triumph is clearly doing something right since its sales keep increasing year after year
Triumph Motorcycles has achieved an extraordinary milestone, recording its fifth consecutive all-time global sales record in 2024. With a total of 133,677 motorcycles sold worldwide, a significant 33.6% increase over the previous year, Triumph has successfully doubled its sales volume in just five years.
Notably, sales in the 250-500cc range reached 54,000 units, outpacing all other “premium” motorcycle manufacturers. Triumph has emerged as the leading performer in the upper segment of the global motorcycle industry over the last five years. This success is largely attributed to the company’s focused strategy, which emphasizes product planning, distribution management and market expansion.
Moreover, the company’s strategic approach includes introducing lower-engine models, such as the 400cc and 600cc, which appeal to a broader audience. Triumph’s partnerships with companies in India and China have played a crucial role in expanding its reach and increasing sales.
Triumph’s growth story is a remarkable example of strategic development. In 2020, the company achieved a record sales figure of over 63,000 units globally. Instead of celebrating, Triumph’s management focused on crafting an ambitious plan to double its sales within five years.
The strategy was also centered on shifting focus from traditional markets like Europe and the US to larger, high-growth regions such as India, China and ASEAN. The introduction of new small-engine models, while maintaining Triumph’s iconic heritage and style, helped the company capture these markets.
On top of that, to support this growth, Triumph also expanded its distribution network, opening more exclusive stores across key regions. This move was crucial in establishing a stronger brand presence and catering to new customer bases worldwide. Triumph has successfully implemented what is known as the “Dual Value Model.”
The company’s 400cc models, which blend premium design with top-tier technology, are positioned as a high-end offering in markets like Asia, South Asia and Latin America. These models are priced to be affordable for the local middle and upper classes, while still maintaining the premium feel associated with Triumph.
In Western markets such as the US, EU and Japan, these 400cc models serve as entry-level bikes, attracting new customers looking for an affordable, stylish, and easy-to-ride motorcycle. Triumph’s ability to introduce low-displacement engines has allowed the brand to expand its customer base while maintaining its premium reputation.
We got all this from Motorcycles Data and their full article is linked here. Thank you Motorcycles Data for the information and images.
