Triumph, the long-running Brit bike manufacturer and Bajaj, the India-based manufacturing giant with a big motorcycle sideline, are working together, and have finally shared the details of their partnership.
The Triumph/Bajaj deal has been common knowledge for months, but it wasn’t 100 per cent clear how it was going to work. Was Bajaj going to buy a big chunk of Triumph, just as it did with KTM? Turns out, the answer is no. Instead, Triumph and Bajaj will have a non-equity partnership—but the ties are certainly going to be very close.
Here’s the deal. According to the press release issued this morning, Triumph is going to be working with Bajaj on a series of new engines and “vehicle platformsv.” (Does that mean non-two-wheelers? Hrm …). These new machines will range in size from 200-750 cc, and the lineup will have “both aspirational and affordable machines,” says Triumph. Very interesting! We’ve already had made-in-Thailand Triumphs sold all over the world for years, but this means we can also expect made-in-India Triumphs to hit the market eveyrwhere.
Secondly, the presser also says Bajaj is going to take over distribution of Triumph in India, which may be the world’s biggest motorcycle market. That’s a big deal, but it’s even bigger when you see Bajaj is also going to represent Triumph going forward into new markets, especially in southeast Asia. Even if there’s no ownership stake taking hands, Bajaj will be the face of Triumph in many ways for many new buyers.
See more information on the deal in the official press release below.
Triumph & Bajaj Formally Launch Global Partnership
Triumph Motorcycles is proud to join with Bajaj Auto India today in announcing the formal launch of an exciting, long-term, non-equity partnership. Today marks a unique moment in history, as two passionate world-class manufacturers join together to build a brand new range of high-quality mid-capacity motorcycles. The Triumph-Bajaj collaboration will combine strengths in design, technology, cost-competitive manufacturing and an intimate knowledge of key target markets to deliver a range of winning products and business success.
This strategic partnership will significantly benefit both parties. The iconic Triumph brand seeks to further expand its global reach, with the partnership offering a new mid-sized sector opportunity and, importantly, a new entry point to several high-volume emerging markets, including India and other Asian markets.
Bajaj will become one of Triumph’s key distribution partners in crucial new markets for the Triumph brand around the globe. Going forward Bajaj will take over Triumph’s Indian distribution activities, leveraging their extensive knowledge of the Indian market. In their other key overseas markets, where Triumph is not currently present, Bajaj will represent Triumph and offer the new mid-capacity bikes as part of the full Triumph lineup. In all other markets where Triumph is present today, the motorcycles developed together from this partnership will join the current Triumph product portfolio and be distributed by the Triumph-led dealer network worldwide.
The partnership will build new engine and vehicle platforms in the mid-capacity range (200- 750cc) and offer multiple options to address different segments in this class. The proposition will focus on producing both aspirational and affordable machines, creating a new entry point to the Triumph range around the world and attract new customers to the brand.
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, said: “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.”