Figures from the MCIA, the bike industry trade body, confirm that Triumph has retained its position as the UK’s top selling bike brand in the over 500cc category. The Hinckley-based manufacturer has maintained a 19.4 per cent share of the market and has continued to follow a robust product development strategy with the launch of a number of new models.
During 2012, Triumph saw strong sales of its new, large capacity, adventure bike, the Tiger Explorer, introduced in March 2012, as well as the middleweight Tiger 800 and Street Triple models. The classic range, including the Bonneville and Thruxton bikes, also continues to perform consistently.
More recently, the launch of the all-new Trophy in September 2012 plus all-new Daytona 675 and updated Street Triple models in November 2012 is further testament to the company’s investment in design and engineering. While these new model launches give the company a strong base for 2013, factory spending on R&D increased in 2011/12 by approximately 10 per cent, to £24m.
Over the last four years, the global market for larger motorcycles (over 500cc) has fallen dramatically from 1,250,000 units in 2008 to 690,000 in 2012. Despite this fall of 45 per cent, Triumph has more than doubled its global market share from 2.3 to 5.7 per cent. Over the same period, it has doubled its design engineering resource in the UK, grown its model range from 13 to 23 bikes and increased its total manufacturing capability to 165,000sq.m.
Overseas expansion has played an important role in Triumph’s success. The company has launched into 13 new markets including Argentina, Brazil, Columbia, the Czech Republic, Hungary, Russia and Slovakia. It currently sells motorcycles in 52 markets across the world, exporting approximately 85 per cent of its global volume.
In Brazil, Triumph re-established a presence in the market with its own operation, including the opening of an assembly plant, subsidiary office and a flagship, 1,600sq.m retail store located in downtown Sao Paulo, a city of over 11 million people. In the first full month of trading, the dealership reported high levels of interest, selling over 200 motorcycles.
Triumph’s global aspirations continue in 2013 with the company’s planned entry into the Indian market, where it is expected that Triumph motorcycles will be on sale by the end of the year.