Business – Triumph attacks the Brazilian and Indian motorcycle markets – Used TRIUMPH

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Triumph tackles the Brazilian and Indian motorcycle markets

Business - Triumph attacks the Brazilian and Indian motorcycle markets - Used TRIUMPH

Faced with the decline of ‘historical’ markets, many motorcycle manufacturers are turning to emerging countries in South America and Asia, where sales of two-wheelers are on the rise. This is now the case for Triumph: Site takes stock.

Like BMW, Ducati, Harley-Davidson, Honda, Kawasaki, Suzuki and even Yamaha, Triumph is expanding its horizons to South America and Asia to try to compensate for the collapse of the "traditional" motorcycle markets. (including Europe and the United States). Triumph branches are therefore preparing to open their doors in Brazil and India in 2012..

Initially, the goal of the English manufacturer is to set up a distribution network in these promising areas, where the motorcycle business does not seem to know the crisis. In India, for example, nearly 9 million two-wheelers were sold in 2010, while 879,773 registrations were recorded in the first half of 2011 across Europe..

The European market is naturally more modest, but it is above all in sharp decline: since 2008, its volume has decreased by 25% according to ACEM, the lobby of motorcycle manufacturers in Europe (see in particular and our).

Seven Triumph models imported to India from 2012

If the Indian market today is mainly focused on small engines, Triumph has decided to bet on its growth by importing seven of its 23 current models. The English indeed anticipate the increase in demand for larger engines that could result from the emergence of a "middle class".

"The Indian market offers great potential and we are confident that each of our seven models will become a leader in its class in a very short period of time, as in other markets where we are present.", announced Ashish Joshi, General Manager of Triumph India.

According to our information, these seven motorcycles selected by the manufacturer of Hinckley would be the Bonneville, the Street Triple, the Speed ​​Triple, the Tiger 800XC, the Daytona 675, the Thunderbird Storm and the Rocket III. They will be presented to Indian motorcyclists at Auto Expo 2012 in New Delhi from January 7 to 11.

"This strategy is directly linked to the economic crisis that has raged since 2008: practically for the first time in the history of motorcycles, the three big markets of industrialized countries (Europe, United States and Japan) collapsed at the same time.", specifies to Site Jean-Luc Mars, general manager of Triumph France.

"In this context, in order to try to balance its geographic portfolio, Triumph took an interest in developing countries – or in the process of joining the group of industrialized countries: South America, and in particular Brazil, and Asia with Indonesia or India. The outcome of this reflection is that Triumph will open branches in Brazil and India from 2012.", explains the CEO of Triumph France.

Depending on their geographical location, these branches will be supplied by one of the two Triumph factories based in England or one of the three recently installed in Thailand (read).

But if success is at the rendezvous, Triumph will undoubtedly not deprive itself of the savings – in terms of taxes, import costs and labor, in particular – generated by "local" manufacturing or assembly..

The Triumphs will not be built in India or Brazil… for the moment !

"For the moment no, there is no question of building or assembling Triumphs in India or Brazil: we are just in the process of "gaining a foothold" in these large markets with distribution subsidiaries.", procrastinates Jean-Luc Mars, even if"one cannot effectively exclude that in the medium term, these markets will become sufficiently important to justify a different strategy in terms of manufacturing. But we’re not there at all yet".

In the short term, South America and Asia being very fond of small economic models, Triumph could try to invest this gigantic market with an unprecedented small displacement: the 675 cc of the Street Triple "cut in three", by example, wouldn’t it be a great basis for a motorcycle under 250cc ?

"To my knowledge, there is no such project", assures Jean-Luc Mars."Now, I cannot rule out that there is market research being carried out … Nevertheless, Triumph’s positioning is very clear: we are a high-end brand, with motorcycles with character, and we will continue to cultivate this positioning".

"We are more in a logic of speculation on a move upmarket of these markets which, for years, only revolved around displacements of 100 to 110 cc. But today it is the 250 and 300 cc that are on the rise. We can imagine that in a very short time, the 650, 675 or 750 cc will be displacements which will start to achieve quite respectable volumes.", analyzes the CEO of Triumph France.

While waiting to "invade" South America and Asia, the British manufacturer will however continue to consolidate its fundamentals by demonstrating the spirit of innovation and conquest which have succeeded so well, especially on the Old. Continent. This is in particular the objective of the new – the first test of which will be discovered in February on the Site – within one of the most popular categories in Europe: the trails-GT.

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