Triumph’s Unstoppable Rise: How the Iconic British Motorcycle Brand is Defying the Odds and Shattering Sales Records in Japan
The new Triumph Speed Twin 1200 was just announced on September 17, 2024.
Triumph Motorcycle Sales Hit Record High in Japan
British motorcycle manufacturer Triumph’s sales in Japan hit an all-time high in July 2024. What is the reason for its continued growth amid the motorcycle recession?
A Brief History of Triumph
Triumph is a British motorcycle manufacturer with over 120 years of history since its founding in 1902. The first motorcycle that Triumph produced was the model that would later be called the Number 1. Since then, the company expanded through providing vehicles for World War I, and in 1936 it was separated from its automobile division to focus solely on motorcycle production.
Around this time, Edward Turner was brought in as chief designer. The ”Speed Twin” that he designed was well received after its release in 1937, and this type of engine became synonymous with Triumph. During World War II, production lines were shifted from civilian vehicles to military vehicles. After the war, civilian vehicle production resumed, but was limited to the Speed Twin, Tiger, and 3T models.
Triumph’s Revival and Continued Success
Production was then expanded, and in 1959 the modern classic Bonneville and other models were released. His popularity continued thanks to his impressive performances in films such as The Brute and The Great Escape, as well as his success in races. However, in 1975, the Meriden factory, where the car was made at the time, saw its labor union form being established, which led to a halt in production and the car was eventually discontinued.
Development of a new engine had been carried out in secret since 1987, waiting for an opportunity to revive the car. In 1990, the company released a series of new models equipped with new engines, attracting a lot of attention. Since then, the company has continued to provide news by releasing new models and reviving classic cars.
Recent Achievements and Upcoming Models
In 2012, the 110th anniversary of its founding, the company recorded annual global sales of 50,000 units. In 2023, the record set by Triumph global ambassador Ivan Cervantes for the Longest individual motorcycle distance in 24 hours, 4,012km, set on a Tiger 1200 GT Explorer, was officially recognised as a Guinness World Record.
In 2024, the company will release the long-awaited mid-size modern classic models, the Speed 400 and Scrambler 400. In the same year, the company will also release a new sports model, the Daytona 660, which is attracting a lot of attention.
Popular Models and Dealer Insights
Meanwhile, the annual sales volume in Japan for the period from July 2023 to June 2024, announced in July 2024, recorded 4,553 units. The number of authorized Triumph dealers has also increased to 29 nationwide. Many new and limited edition models are scheduled to be introduced after autumn 2024.
A Triumph dealer in the Kanto region said the following: ”The reason for its current popularity seems to be the release of the 400cc model. It not only broadens the range of customers who do not have a large vehicle license, but also increases awareness, which gives the impression of leading to demand from customers who do ride large vehicles.
Popular models include the classic type “Bonneville” that has been produced since 2001 and the on-road type “Street Triple.” A Triumph dealer representative in the Kansai region said the following: “Triumph has sports and cruiser types, but the most popular are the classic style models.
This is because other companies, both domestic and overseas, have been reducing their lineup of large classic-style vehicles. Therefore, it seems that many customers choose Triumph by a process of elimination because they want to ride a 400cc classic-style car but have no other options.
Triumph’s current popularity is likely due to the company’s momentum over the past few years as well as the downsizing of other companies. I believe they will continue to attract attention as a valuable manufacturer that meets bikers’ demand for classic style.