In a year that has seen the premium motorcycle segment in India reach new heights, the partnership between British icon Triumph Motorcycles and Indian manufacturing powerhouse Bajaj Auto have something to cheer about: The Speed 400 and Scrambler 400X, have sold over 50,000 units in just one year since their launch. This includes numbers from over 50 countries where they were exported.
To mark the first anniversary of this successful launch, Triumph and Bajaj are offering a special discount of Rs. 10,000 on the ex-showroom price of both models. This celebratory offer, valid until July 31, 2024, brings the price of the Speed 400 down to Rs. 2.24 lakhs and the Scrambler 400X to Rs. 2.54 lakhs (ex-showroom Delhi), making these coveted machines even more attainable for aspiring riders.
This achievement comes at a time when the Indian premium motorcycle market is experiencing unprecedented growth. Global giants like Triumph and Harley-Davidson have been quick to capitalize on this trend, launching India-specific versions of their motorcycles to cater to the burgeoning demand. Among these high-end offerings, Triumph’s models have been particularly noted for their value proposition, striking a chord with Indian enthusiasts looking for a blend of performance, style, and affordability.
The success of the Triumph-Bajaj partnership is emblematic of a larger shift in the Indian motorcycle market. As disposable incomes rise and motorcycle culture evolves, riders are increasingly gravitating towards premium brands that offer a mix of heritage, performance, and status. This trend has been further accelerated by the post-pandemic desire for personal mobility and adventure, with many choosing two wheels as their preferred mode of transport and leisure.
The Speed 400 and Scrambler 400X, unveiled globally in London on June 27, 2023, and launched in India the following month, have been at the forefront of this movement. The motorcycles, manufactured at Bajaj Auto’s state-of-the-art Chakan plant in Pune, garnered an impressive 10,000 bookings within the first ten days of their launch in India. This overwhelming response was a clear indicator of the pent-up demand for accessible premium motorcycles in the country.
The partnership’s success is not just limited to sales figures. In a strategic move to enhance accessibility, Bajaj Auto has expanded Triumph’s dealer network in India from 15 to over 90 showrooms in just one year. This rapid expansion now puts Triumph motorcycles within reach of enthusiasts in more than 70 cities across the country, significantly boosting the brand’s presence and after-sales support.
Rakesh Sharma, Executive Director of Bajaj Auto Ltd., commented on the milestone: “It’s been an action-packed year for Triumph motorcycles in India ever since the launch of the 400 twins in July last year. We have expanded the network significantly with best-in-class showrooms, and a very active engagement program with customers has commenced, which showcases what it means to experience the world of Triumph. The category of Modern Classics is being steadily established which holds a lot of promise of great biking for those who like to combine style and performance!”
The global impact of this India-centric collaboration has not gone unnoticed. Paul Stroud, Chief Commercial Officer of Triumph Motorcycles UK, highlighted the partnership’s significance: “The collaboration with Bajaj Auto has enabled us to bring the Triumph brand to many more riders across the world. Together, we manufacture Triumph motorcycles at a scale and pace that has not been achieved before while maintaining the high quality, premium finish, and attention to detail that Triumph is renowned for.”
This success story is particularly noteworthy in the context of other global brands entering the Indian market. While Harley-Davidson’s partnership with Hero MotoCorp has seen the launch of the X440, Triumph’s offerings have been praised for their competitive pricing and authentic brand experience. The Speed 400 and Scrambler 400X have managed to capture the essence of Triumph’s heritage while being tailored to suit Indian roads and preferences.
As the premium motorcycle segment continues to grow in India, the Triumph-Bajaj partnership stands as a testament to the potential of collaborations between global brands and local manufacturing expertise. With their first-year success and ongoing network expansion, Triumph and Bajaj are well-positioned to capitalize on the evolving tastes of Indian motorcycle enthusiasts and potentially set new benchmarks in the industry.