Bajaj Auto Ltd and Triumph Motorcycles Ltd have successfully transferred Triumph’s India Sales & Marketing operations to Bajaj Auto, as part of their strategic partnership announced in 2020. This marks the start of the next phase of the partnership, effective from April 1st, 2023, wherein Bajaj Auto will manage all 15 current Triumph Motorcycle dealerships. Bajaj Auto already operates four distinct and exclusive dealership networks for its KTM, Bajaj Motorcycles, Chetak Electric and Bajaj 3-wheelers range of products, and the addition of Triumph dealerships will make it the fifth exclusive retail channel within a network of over 6000 dealers and sub-dealers across Bajaj’s brand portfolio in India. All existing Triumph dealerships will remain exclusive to the brand and provide a high customer experience in line with Triumph’s global standards.
Both companies plan to launch a new range of mid-sized Triumph motorcycles, jointly developed and manufactured at Bajaj Auto’s Chakan plant. The launch will mark a testament to the combined strengths of both companies in design technology and cost-competitive manufacturing. The new range will create a new entry point into the Triumph brand around the world, allowing many new customers to enjoy riding a Triumph motorcycle. Bajaj Auto plans to launch Triumph dealerships in over 120 cities in the next two years, which will be created in line with Triumph’s global standards.
Rakesh Sharma, Executive Director – Bajaj Auto, expressed excitement about the partnership’s joint work and welcomed Triumph dealerships into the Bajaj Auto family. Paul Stroud, Chief Commercial Officer Triumph Motorcycles Ltd, considered this partnership an important one for Triumph, and he looked forward to welcoming many more customers to the Triumph brand in India.