Triumph strategy rides on Indian roads

British motorcycling pioneer Triumph has resolved to grow its footprint much wider in India, banking on a strong three-spoke strategy — marked by a domestic CKD (completely knocked-down unit) plant, robust dealership network, and a growing stable.

The company has launched its 16th motorcycle model in India — Bonneville T100 — its fourth model this year. The new 900-cc Bonneville boasts of state-of-the-art features such as Switchable Traction Control, Torque Assist Clutch, and Anti-lock Braking System, and is priced Rs 7.96 lakh (ex-showroom Bengaluru).  

Sharing market trends with DH, Triumph Motorcycle India Managing Director Vimal Sumbly said, “In the Indian luxury bike market, an important segment is occupied by the 500-cc (and above) machines, where the industry is rapidly seeing growth of around 83%. This particular segment, which saw not more than 500 units of annual sales over four years ago, is today seeing around 10,000 unit sales a year. The 500-cc segment is further split into bikes of above Rs 5 lakh, and those below Rs 5 lakh. Around two years ago, what was a 40:60 split for sales above, and below Rs 5 lakh, respectively, today stands at an even 50:50.” The 113-year-old Triumph Motorcycles hit Indian shores in 2014, and has since been growing. Since inception, it has sold over 3,300 bikes in the country, and grew 12% in the above 500-cc segment between April and September this year, way over the industry’s 5% growth in the same segment.

Also, roughly around 30-40% of Triumph’s motorcycles are made in India, at a dedicated CKD facility at Manesar, one of only two such plants of the company in the world (the other is located in Brazil).

“India is a strategic market, and we are keen to increase our dealership network too. We plan to take our current count of 14 showrooms to 20 in the next 2-3 years time, expanding into markets such as Goa, Orissa, and Uttar Pradesh (Lucknow). Also, our trained factory mechanics at the showroom-level have ensured efficient aftersales service,” Sumbly concluded.