Triumph. Global sales flat in 2019

Triumph Motorcycles
Triumph Bonneville

Triumph Motorcycles pushed the break in the Q4 ending the 2019 marginally below the previous year record, with less than 62.000 sales globally. Around the World the performance was mixed, with the best trend in ASIA and the worst in ASEAN countries. Triumph gains in Europe but lose in North America and the 2020 will be challenging for the industry environment.


Global Sales

Following the series of 5 consecutive all time records hit from the 2013 to the 2017, with global sales grew up from 49.300 in the 2012 to 63.400 in the 2017, in the 2018 the Triumph performance started to decline, losing over 2k and landing below 62.000 units in the 2018.

In the 2019 Triumph did not improved sales confirming with the previous year (two hundreds units less) level.

The global performance was driven by European sales, representing 56% of the total, with sales increased 2.2%, but in North America (Canada, US and Mexico), declined  4.1%.

Great trends reported in ASIA (Japan, China, Korea and Taiwan) with sales up in double-digit, while the bad news arrived from the ASEAN region with sales down 11.1% due to the double-digit fall both in Thailand and Indonesia.

In the Indian region (Pakistan, India, Sri Lanka) Triumph is struggling with India in deep decline (-39%).


Triumph Heritage

Triumph Motorcycles Ltd is the largest British motorcycle manufacturer, established in 1983 by John Bloor after the original company Triumph Engineering went into bankrupt. The new company (initially Bonneville Coventry Ltd) continued Triumph’s record of motorcycle production since 1902. 

Bloor set to work assembling the new Triumph, hiring several of the group’s former designers to begin work on new models. 

In 1988, Bloor funded the building of a new factory at a 10-acre (40,000 m2) site in Hinckley, Leicestershire. The first Hinckley Triumph’s were produced for the 1991 model year. Bloor put between £70 million and £100 million into the company between purchasing the brand and breaking even in 2000.

At the same time as production capacity increased, Bloor established a new network of export distributors. He had previously created two subsidiary companies, Triumph Deutschland GmbH and Triumph France SA. In 1994, Bloor created Triumph Motorcycles America Ltd.

On 15 March 2002, as the company was preparing to celebrate its 100th anniversary as a motorcycle maker, its main factory was destroyed by a fire which began at the rear of the facility. At the height of the blaze, over 100 firefighters were tackling the fire, which destroyed most of the manufacturing capacity. Nevertheless, the company, which by then employed more than 650 people, quickly rebuilt the facility and returned to production by September that year.

In May 2002, Triumph began construction on a new sub-assembly manufacturing facility in Chonburi, Thailand to make various components. A second factory was opened in 2006 and the ceremony was attended by Prince Andrew, Duke of York. A third factory was opened in 2007 to include high pressure die-casting and machining, and Triumph announced that they were expanding to increase capacity to over 130,000 motorcycles. Triumph Motorcycles (Thailand) Limited is a 100% UK owned company and now employs about 1000 staff.