Bajaj Auto and Triumph Motorcycles formally announce their long-term, non-equity partnership. The partners will come together to build a brand new range of mid-capacity motorcycles. The strategic partnership will benefit both parties with Bajaj becoming one of Triumph’s key distribution partners in crucial new markets for the Triumph brand around the globe.
The two companies with their respective strengths in large and small capacity motorcycles collaborate to design, engineer and manufacture a range of mid-capacity motorcycles. Triumph says this will help it 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 to take over Triumph distribution in India
Going forward Bajaj will take over Triumph’s Indian distribution activities, at a date yet to be confirmed. 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 line-up. 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 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.
New product under Rs 200,000
The partnership will build new engine and vehicle platform in the mid-capacity range (200cc- 750cc) and offer multiple options to address different segments in this class. The proposition will be targeted at the aspirational and will be affordable with a targeted pricing starting under Rs 200,000 in India. This will create a new entry point to the Triumph range around the world, and ensure Triumph can compete in important large segments of the global motorcycle market, and attract new customers to the brand.
Nick Bloor, CEO, Triumph Motorcycles 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, MD, Bajaj Auto 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.”