Triumph 2021. Global Sales Boomed a Spectacular +50% hitting New Record


Triumph Motorcycles scored a terrific first half 2021 global performance, by far the best out of the non-electric motorcycles manufacturers. Registrations jumped at 43.111 (+50.7% vs the 2020 and +24.3% vs the 2019), by far the best half year ever.

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 2021 Sales Performance

Having already reported the strong performance of all the top premium motorcycles manufacturers, we cannot exclude one of the top performer, the UK based Triumph, which reported the most spectacular performance of the entire group.

Only 12 months ago, Triumph announced a restructuring plan, “forced” by the pandemic, cutting around 10% of the workforce UK based. A good move, considering that in reality last year sales slipped only 2% before to take off in the 2021 and a great deal for the owners, as revenue and profit climbed at the all time record, in the first year just ended (Triumph fiscal year is July-June).

Looking at the first half global sales, they have been above any expectations with registrations jumped at 43.111 (+50.7% vs the 2020 and +24.3% vs the 2019), by far the best half year ever. Annual sales are now projected over 75.000 units, a huge jump from the actual all time record (60.400 units).

Having only recently started up operations in China (with immediate strong performance) sales in Asia took off, adding success to the outstanding score reported in USA and Canada. Sales are fast growing in India, Turkey, Malaysia, Vietnam. 

Just in Europe the performance stands at a “normal” +25%…

In 2020, Triumph global sales slipped only 2%

Recent 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 little 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, during the second half of the year a robust recovery allowed to the British manufacturer to recover almost all the lost ending the entire year with 56.249 global registrations, down a mere2.9%,

The top region for Triumph is Europe, which counts 47.5% of total sales with 2020 score up 3.9% and outstanding scores in Germany (+19.1%), Poland (+22.8%), Finland (+40%), Slovenia (+105.9%), Switzerland (+26%), Luxemburg (+28.8%), over-balancing the lost in Italy (-15.6%), UK (-12.9%) and Spain (-12%).

In North America sales declined marginally while in Latin America fell sharply (-19%), like in the ASEAN (-26%) and in the Pacific area (New Zealand and Australia) losing 18.7%.

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.