Bajaj Auto and Triumph Motorcycles have on Monday completed the transfer of Triumph’s India Sales & Marketing operations to Bajaj Auto.
A communication from Bajaj Auto said that this follows the announcement back in 2020 of the strategic partnership between the two companies, in which both confirmed that they would jointly collaborate to create a new range of mid-sized Triumph Motorcycles.
Today's announcement initiates the launch of the next phase of the partnership, effective from April 1st, 2023, where all the current 15 Triumph Motorcycle dealerships will be managed by Bajaj Auto.
Bajaj Auto already operates four distinct and exclusive dealership networks for its KTM, Bajaj Motorcycles, Chetak Electric and Bajaj 3-wheelers range of products. The Triumph dealers will join this family as the fifth exclusive retail channel within a network of over 6,000 dealers and sub-dealers across Bajaj’s brand portfolio in India. All the existing Triumph dealerships will remain exclusive to the brand and continue to provide a high customer experience in line with Triumph’s global standards, the communication noted.
Following this, both companies are looking forward to confirming later in the year the timings for the launch of the new mid-sized Triumph motorcycles, which have been jointly developed by the two companies and will be built at Bajaj Auto’s Chakan plant. This new range of mid-sized Triumph motorcycles will create a new entry point into the Triumph brand around the world.
Bajaj Auto plans to launch Triumph dealerships in over 120 cities in the next two years. These new showrooms will be created in line with Triumph’s global standards.
Rakesh Sharma, Executive Director - Bajaj Auto, said, “We welcome the Triumph dealerships into the Bajaj Auto family and offer them an opportunity to further build their business as the portfolio expands. We will also leverage our formidable distribution network to rapidly expand the exclusive Triumph stores in India in preparation for the soon-to-be-launched, exciting new motorcycles.”
Paul Stroud, Chief Commercial Officer Triumph Motorcycles, said, “This is an important partnership for Triumph which continues to progress very well. We are excited about the growth that we can now achieve through our partnership with Bajaj Auto and look forward to welcoming many more customers to the Triumph brand.
NB: Bike photo courtesy: BikeWale.
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