Triumph Motorcycles Teams Up With Bajaj Auto

Rennie Scaysbrook | August 8, 2017

Motorcycle giants from India and Britain form a global partnership

Triumph Motorcycles
Triumph is the second major brand Bajaj Auto has teamed up with. The Indian brand has a 47 percent stake in KTM.

Britain’s Triumph Motorcycles and India’s Bajaj Auto have announced a strategic alliance that will see the development of new models and allow the two companies access to uncharted markets using their combined reach.

The alliance is not a financially binding one, such as the deal between KTM and Bajaj Auto, who currently has a 47 percent stake in the Austrian powerhouse. Bajaj will gain access to the Triumph brand to exploit its full potential—primarily in India—where the majority of Bajaj’s machines are sold. Bajaj recently lost its number one position in India to Royal Enfield owners Eicher Motors, and this new agreement is likely to see the company rocket back to the top spot in one of the world’s biggest and most vibrant motorcycle markets.

What this means for the wider world is still unclear, but don’t be surprised if we see a new range of especially small displacement machines being built in India under the Triumph badge in a similar vein to the KTM 390 Duke and the Indian-owned, TVS Motor Company-made, BMW G 310 R.

Here’s the full release taken from Triumph Motorcycles below.


Triumph motorcycles and Bajaj are pleased to announce their global partnership.

The objective of this non-equity partnership is to deliver a range of outstanding mid–capacity motorcycles benefiting from the collective strengths of both companies.

We hope to bring to bear upon global markets the individual strengths of the partners including brand position & perception, design & development technology, quality & cost competitiveness & worldwide distribution.

This new global partnership will enable Triumph to significantly expand its global reach by entering new higher volume market segments, especially in the emerging markets across the world.

Bajaj will gain access to the iconic Triumph brand, and its great motorcycles, enabling it to offer a wider range of motorcycles within its domestic market and other international markets.

Triumph and Bajaj are excited by the opportunities of this partnership and the prospect of entering new market segments, thereby reaching a whole new group of motorcyclists across the world.

This new partnership builds upon our global operations, adding further capabilities to enable us to enter significant new markets and segments not possible today, in a premium manner, thereby supporting our strategic goal of becoming the premium lifestyle motorcycle brand.

Nick Bloor

Triumph Motorcycles CEO.'

Rennie Scaysbrook | Road Test Editor Our newest member of staff is our Road Test Editor Rennie Scaysbrook. A lifetime rider, the Aussie made the trek across the Pacific to live the dream in the U.S. of A.