Bajaj Auto takes over Triumph India’s sales and operations

Bajaj Auto, an Indian manufacturer that specialises in two-wheelers, will shortly take over all of Triumph Motorcycles' sales and marketing operations in the country, according to a filing from the company.

Triumph Bikes' India sales and marketing operations were successfully transferred to Bajaj Auto, the business and Triumph Motorcycles said on Monday. As a result, Triumph bikes will now be sold in Bajaj Auto dealerships.

This follows the two firms' announcement of their strategic alliance in 2020, in which they both stated their intention to work together to develop a new line of mid-sized Triumph Bikes, the company said in a statement.

The partnership between the two manufacturers, which was first announced in 2020, would see Bajaj manage all 15 of the British bike manufacturer's showrooms. Triumph's activities will join KTM, Chetak Electric, and Bajaj's two- and three-wheeler businesses as the company's sixth independent dealer operating under the Bajaj name.

As the fifth exclusive retail channel within a network of more than 6000 dealers and sub-dealers throughout Bajaj's brand portfolio in India, the Triumph dealers will join this family. According to a Bajaj news release, all of the current Triumph dealerships will continue to be unique to the brand and offer a high level of customer service in keeping with Triumph's international standards.

The new mid-sized Triumph motorcycles will go on sale in 2023 after being jointly developed by both firms and produced at Bajaj's Chakan plant.

For its KTM, Bajaj Motorcycles, Chetak Electric, and Bajaj 3-wheeler product lines, Bajaj Auto already has four distinct and exclusive dealer networks. Bajaj Auto plans to establish Triumph outlets in more than 120 locations over the next two years. The construction of these new showrooms will follow Triumph's global standards.