Triumph Motorcycles global sales down only 1.9% in ten months 2020


Triumph Motorcycles global sales in the first ten months 2020 have been 42.242 units, down 1.9%, one of the best score among premium brands, following the -15.7% reported at the end of the first half. The cut of 400 people and other restructuring plans can bring back profits.

McD tracks new vehicles registrations across the World (over 80 countries), reporting data on calendar year. When you wish to compare data reported by us to those declared by the manufacturers, consider they usually report their “sales” (vehicles invoiced), which are usually different from “registrations”, accordingly with their fiscal year split. 

Global Triumph Sales Track

Recents years have been full of success for Triumph. The British brand have an annual production capacity of 60.000 bikes and in the period 2013-2017 grew uninterruptedly to achieve a record of over 61.500 units.

During 2018 and 2019 global sales slipped down a litte with 2019 score at 59.600 units, while the manufacturers was planning to expand volumes in the 2020, exploring opportunities in Asian region.

Unfortunately all plans has been revised, after the effect of covid 19 in the first half 2020, for a company which was not profitable in recent two balance sheets, forcing the Management to put in place a tough restructuring plan, cutting activities and people (400 employees out of 2.400).

However, sales trend is better than expected.

In the first ten months 2020 preliminary sales figures are reported at 52.242, down 1.9%, one of the best score among premium brands, following the -15.7% reported at the end of the first half. The strong European market recovery fully benefit Triumph, with Q3 sales up 25.5% globally.

In October sales were up 16.8%, driven by strong performance in the U.K.

The most penalized regions are ASEAN and Latam with lost in double digit, while in North America and Europe sales lost are contained in a single digit and – in Europe – are recovering month after month. 

Global 2020 sales are actually projected at 58.000, down 2.3%, absolutely not bad in the current circumstances! The cut of 400 people and other restructuring plans can bring back profits.

Triumph Motorcycles

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.