Triumph 2021. Global Sales Boomed a Spectacular +34% hitting New Record

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Triumph Motorcycles Global Sales are rocketing. Year to Date September sales have been 64.668, up 34.2% vs the 2020 and 43.9% vs the 2019. Top performances achieved in China (+283%), Philippines (+2338%), Vietnam, North America and Europe. Basically anywhere!

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

In the 2021 all premium motorcycles brands are reporting great performance and some, like Ducati and BMW recently features by us) report the all time record.

We could simply add to the list the British Triumph, but this would not be enough, becouse Triumph has already established their all time record in only nine month and the growth percentage is above all others and really in the sky.

Who would imagine a so spectacular performance one year sand half ago, when, 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 2021 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.

While others premium brands lost in the third quarter, due to shy sales in Europe, Triumph improved 10.2% with the result to outpace the previous all-time record already counting on the first 9 months.

Year to Date September sales have been 64.668, up 34.2% vs the 2020 and 43.9% vs the 2019. Top performances achieved in China (+283%), Philippines (+2338%), Vietnam, North America and Europe. 

In North America sales are booming in USA (+67%), Canada (+60%) and Mexico (+95%). In Latin America sales are booming in Ecuador (+283%) and in Europe in all countries apart Germany and Finland.

Annual sales are now projected over 75.000 units, a huge jump from the previous all time record (60.400 units).

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.

Triumph-Rocket-3GT
Triumph-Rocket-3GT

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.