Triumph, Bajaj announce more details of their partnership

Triumph’s partnership with Bajaj is the company’s biggest news in many years. We haven’t seen many details on the deal, but as of today, we know a bit more.

There’s two big pieces of information in the press release (below). First (of most importance to Canadian riders), Triumph and Bajaj are working together on middleweight motorcycles, and we’ll likely see some of them in Canada. As per the press release, “The partnership will build new engine and vehicle platforms in the mid-capacity range (200- 750cc) and offer multiple options to address different segments in this class. The proposition will focus on producing both aspirational and affordable machines, creating a new entry point to the Triumph range around the world and attract new customers to the brand.

It’s hard to imagine Triumph would build a 750 and not sell it in developed markets. Chances are, this means we’ll see made-in-India Triumphs here in the future.

As well, Triumph also says Bajaj will spearhead its growth into “high-volume emerging markets.” Along with a takeover of Triumph’s distribution in India, Bajaj will also represent Triumph in other new markets. So, although this is billed as a non-equity partnership in the press release, there are certainly going to be very strong financial ties between the two companies. More details below:

Press release

Triumph & Bajaj Formally Launch Global Partnership

Triumph Motorcycles is proud to join with Bajaj Auto India today in announcing the formal launch of an exciting, long-term, non-equity partnership. Today marks a unique moment in history, as two passionate world-class manufacturers join together to build a brand new range of high-quality mid-capacity motorcycles. The Triumph-Bajaj collaboration will combine strengths in design, technology, cost-competitive manufacturing and an intimate knowledge of key target markets to deliver a range of winning products and business success.

This strategic partnership will significantly benefit both parties. The iconic Triumph brand seeks to further expand its global reach, with the partnership offering a new mid-sized sector opportunity and, importantly, a new entry point to several high-volume emerging markets, including India and other Asian markets.

Bajaj will become one of Triumph’s key distribution partners in crucial new markets for the Triumph brand around the globe. Going forward Bajaj will take over Triumph’s Indian distribution activities, leveraging their extensive knowledge of the Indian market. In their other key overseas markets, where Triumph is not currently present, Bajaj will represent Triumph and offer the new mid-capacity bikes as part of the full Triumph lineup. In all other markets where Triumph is present today, the motorcycles developed together from this partnership will join the current Triumph product portfolio and be distributed by the Triumph-led dealer network worldwide.

The partnership will build new engine and vehicle platforms in the mid-capacity range (200- 750cc) and offer multiple options to address different segments in this class. The proposition will focus on producing both aspirational and affordable machines, creating a new entry point to the Triumph range around the world and attract new customers to the brand.

Triumph Motorcycles CEO, Nick Bloor, said: “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 South East Asia, but also driving growth in more mature territories like Europe.”

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 to leveraging each other’s strengths and expertise to make the relationship a success for everyone.”

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