Triumph To Establish 100 Dealerships Across India By The End Of March 2024 - Strategic Expansion?

Triumph is on a mission to bring a new level of excitement to Indian riders, and it became evident with their latest launch, the Speed 400. With the launch, the British manufacturer is set to disrupt the Indian two-wheeler market, which holds a huge potential for a company like Triumph.

With that in mind, Triumph has partnered with Bajaj to strengthen its foothold in India by establishing 100 additional dealerships by the end of the 2024 financial year. The British bike maker announced this collaboration at the launch of their most affordable two-wheeler, Speed 400.

The latest Triumph 400 twins will be manufactured at Bajaj's new factory in Chakan, and they will also distribute these bikes under its Probiking franchise spread across the country. This expansion is crucial for Triumph, as its entry to the local market must have a strong presence throughout India.

Bajaj, being a prominent player in the Indian two-wheeler market, has the necessary expertise required to help Triumph to register their entry in the mass-market space. Even though the 100 dealership target is quite ambitious, it can be achieved with their collaboration.

According to HT Auto, Triumph currently has 15 operational dealerships, which will be expanded to 30 by the end of this month. Within the next two months, the expansion is expected to reach 50, and the company aims to reach 100 dealerships by March 2024.

Together, Triumph and Bajaj have dropped a stellar motorcycle with attractive pricing. The Speed 400 gets an introductory price of Rs 2.23 lakh (ex-showroom, Delhi) for the first 10,000 customers, which will rise to Rs 2.33 lakh (ex-showroom, Delhi).

The price of the Speed 400 is highly competitive and even lower than the expected price range. It is to be noted that the bike is more affordable than the recently launched Harley-Davidson X440.

With this move, it is clear that these premium motorcycle manufacturers are eyeing the 350-500 cc segment, which was ruled by the Royal Enfield all these years, with a lion's share of 70 per cent.

Thoughts On Triumph's Decision To Establish 100 Dealerships Across India

Triumph is trying to disrupt the larger local market with the expansion move. The bike maker will start delivering the Speed 400 by the end of July, and the Scrambler 400 X is expected to be launched around October this year.

To meet the demand, Bajaj has allocated a monthly production capacity of 5000 units to manufacture Triumph bikes. The facility will also manufacture the bike assembly kits for exporting to countries like Brazil and Thailand.