Triumph sold more than 100,000 motorcycles globally in 2024, passing this landmark figure for the first time in its 122-year history. The overall tally was, in fact, 134,635, representing 64% year-on-year growth. Sales were up in all key regions, rising by 44% in the Americas – Brazil, Canada and the US, and reaching 29,736 examples of the new 400cc single-cylinder platform in India. This was echoed in its distributor markets, which put on 33%, as well as a 30% increase in Asia. Triumph’s European markets grew by 18%.
This was also the fifth consecutive year that Triumph has achieved an all-time unit sales record, with a 123% increase since 2019. The company can boast stand-out growth achieved in Brazil, Italy, Japan, Turkey, Hungary, Poland, Mexico and India. This reflects expansion of its global dealer network, which now has 950 outlets, with more than 230 new business partners joining the brand during this time frame.
Triumph says it has also invested in offering a complete aftersales package for riders, with the launch of Triumph Performance Lubricants, improved finance and warranty offers, and new clothing collaborations and ranges, which have combined to deliver record revenues in parts, clothing and accessories.
Commenting on these achievements, Triumph Motorcycles chief commercial officer Paul Stroud said: “We’re very pleased with the growth that we achieved last year, despite a very challenging global economic climate.”