In 2020, the prominent bike makers Bajaj and Triumph announced their alliance for manufacturing mid-sized Triumph bikes. Now, both the bike makers, Bajaj and Triumph, have aimed to upscale the partnership to the next level for their operations in India. In this phase of the partnership, Triumph has transferred its sales and marketing operations to Bajaj Auto. The next phase of the partnership is implemented from the 1st of April 2023. Currently, Bajaj Auto is managing all 15 dealerships of Triumph in India.
Addition of Triumph to Bajaj Auto Retail Channel
Bajaj Auto has created separate dealership networks for its different product ranges under its retail channel. This retail network has various brands such as KTM, Bajaj Motorcycles, Chetak Electric, and Bajaj 3-wheelers. Now, they are adding a fifth dealership network for Triumph dealers in their retail channel. Bajaj Auto already has a vast network of over 6,000 dealers and sub-dealers across its brands in India. Now, the Triumph dealers will be the latest addition to their retail network. These new dealerships will remain exclusive to the Triumph brand. However, Triumph’s global standards will be maintained for providing an exceptional experience to their customers.
About Triumph’s upcoming mid-sized bikes
Triumph and Bajaj Auto have jointly developed a new range of mid-sized Triumph motorcycles. These mid-sized motorcycles will be manufactured at the Bajaj Auto Chakan plant in Maharashtra. This collaboration showcases the combined expertise of both companies in the design, technology, and cost-effective manufacturing. Launching these motorcycles will provide a new entry point for customers to enjoy the Triumph brand. Bajaj Auto has various plans to establish Triumph dealerships in over 120 cities in the next two years, which will be built to meet the global standards of Triumph.
Official Statement
Talking about the strategic partnership, Rakesh Sharma, Executive Director – of Bajaj Auto, said: “We are very excited that the time to bring the results of the joint work of Triumph & Bajaj Auto teams is drawing closer. We welcome the Triumph dealerships into the Bajaj Auto family and offer them an opportunity to further build their business as the portfolio expands. We will also leverage our formidable distribution network to rapidly expand the exclusive Triumph stores in India in preparation for the soon-to-be-launched, exciting new motorcycles.”
Paul Stroud, Chief Commercial Officer of Triumph Motorcycles Ltd said: “This is an important partnership for Triumph which continues to progress very well. The Triumph dealer network has been a great business partner for Triumph, they have achieved many great results with Triumph Motorcycles here in India and have served our 9000+ customers incredibly well since we entered the market back in 2014. We are excited about the growth we can achieve through our partnership with Bajaj Auto Ltd, here in India, and look forward to welcoming many more customers to the Triumph brand.”