Triumph Sets A New Motorcycle Sales Record

In the somewhat tumultuous world of powersports, Triumph’s business strategies seem to be working. In 2024, Triumph sold more than 100,000 motorcycles worldwide, their first time topping that mark since the original Triumph factory went into business in 1902.

That’s a big step forward, but it’s actually even more impressive when you see Triumph sold 134,635 bikes worldwide last year. That is a 64-percent hike from the numbers the year before. According to their PR:

Triumph’s sales were up in all its regions across the world, with the greatest growth achieved in India, where sales reached 29,736 and the Americas region, which includes Brazil, Canada and the US, where sales were up vs 2023 by 44%. This was echoed in its Distributor markets, which experienced a 33% growth in sales, as well as a 30% growth in Asia, and 18% growth across its European markets, which remain Triumph’s largest region.

On top of that, these numbers reflect a 123-percent increase in Triumph’s sales since 2019, with 950 dealers selling Triumphs worldwide now, a 46-percent growth since 2019. While other companies struggled to manage COVID-19’s fallout, Triumph appears to be handling it very well.

Triumph expanded their operations into two new corners of the moto-world over the past couple of years. After an abortive attempt to get into the 250 learner market with a made-in-India bike more than a decade back, Triumph finally moved into the 400 market in 2023 instead with the new single-cylinder Scrambler 400X and Speed 400, both made in India, and both selling very well in that market. In 2024, they brought their new TF 250-X motocrosser to market as well, with the TF 450-RC Edition following this winter. As well, their 660 triple platform moves them into the value-oriented middleweight market that was previously dominated by Japanese mid-sized twins like the Z650 and MT-07.

Make no mistake: Even if Triumph doubles their sales again in the next five years, they will still be a very small company compared to the giants like Honda or Suzuki. Even their Euro competitors BMW and KTM sold a lot more bikes than Triumph last year. But it looks like Hinckley’s careful approach is paying off. As their Chief Commercial Officer Paul Stroud says in their release celebrating their milestone: “Whilst the international economic conditions continue to look challenging as we look ahead, we have lots of reasons to remain optimistic. We have a strong new model pipeline which will see our range develop further to appeal to an even greater range of riders, we have a globally admired brand, and a superb network of professional dealer partners across the world. That’s why we continue to make ambitious plans, forecasting continued progressive growth, which will see us welcome even more customers to the Triumph Brand over the coming years.”