Iconic motorcycle brand launches Indian JV

Triumph Motorcycles has formally launched a long-term partnership with Bajaj Auto India which will enable it to enter crucial new territories across the globe.

Triumph will work with the Pune-based company to design, engineer, and manufacture a range of mid-capacity motorcycles.

The non-equity partnership will see Bajaj become one of Triumph’s key distribution partners in key emerging markets, and the company will eventually take over Triumph’s Indian distribution activities.

In other overseas markets where Triumph is not currently present, Bajaj will represent the iconic Leicestershire-based firm and offer the new mid capacity bikes as part of the full Triumph line-up.

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, added: “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.”

Triumph makes over 60,000 bikes per year and boasts around 650 dealers across the globe, making it Britain’s largest motorcycle brand.