Triumph Sets All-Time Sales Record in North America

01/10/2017 @ 2:33 pm, by Jensen Beeler14 COMMENTS

Triumph Motorcycles is celebrating what it is calling its best sales year ever in North America, boasting a 21% gain on sales in 2016 over the previous year, and for the first time ever, clearing over 13,000 units sold.

“There is no greater testament to the tireless work and outstanding Brand representation of our dealer partners than seeing this kind of success on the sales floor,” said Matt Sheahan, COO of Triumph Motorcycles America.

“We want to thank our dealers for their efforts and our new customers for joining the Triumph Family. We are looking forward to riding with you in 2017!”

We have heard this kind of news before from Triumph, of course, though the up-tick in sales was due more to channel stuffing (selling bikes to dealers, regardless if they wanted them or not) and not actual sales to consumers. Hopefully that is not the case again here.

That being said, Triumph has been well-positioned with its heritage line of motorcycles, with bikes like the Bonneville being favorites amongst the post-authentic crowd.

The rest of lineup however, has been seemingly left to languish.

The Tiger Explorer 1200 didn’t see the same success of its 800cc sibling, the Tiger 800; and the Daytona 675 is very long in the tooth. The recently updated Speed Triple, is about as new as the new Triumph Street Triple, which debuted today and gets a displacement boost to 765cc.

If the early comments are any indication, Triumph missed the mark with this debut as well though – over-hyping what is amounting to an iterative change for the iconic machine.

Hopefully, 2017 brings more surprises from the British brand. We certainly look forward to seeing what motor they offer in the Moto2 Championship, as they take over the spec-engine contract for the 2019 season.

Source: Triumph North America

  • imprezive

    Do they break it down by model? I’m really curious how many Speed Triples they sold.

  • TwoWheelLoo

    Can we just say that Triumph’s growth is all down it’s Post-Authentic brand? Let’s be real honest here….

  • Jack Meoph

    One local dealership dropped Triumph because they pushed their garbage models on them, and another local dealership didn’t pick up Triumph because they wanted to push their garbage models on them. I still have my 2001 Sprint RS, but I won’t buy another Triumph, evah.

  • paulus

    I suspect the major sales are the Thruxton and similar models… they have been moving exceptionally well.

  • Dustin Nisbet-Jones

    Has it really been that bad? I’ve always been enamoured by Triumphs but wary of their build quality, reliability and cost of ownership

  • Frick

    2 new Street Twins by were I park everyday… bonus time in SF!

  • motobyte

    75% Bonneville?

  • Superlight

    I’m disappointed in the “new” Street Triples – too much hype for too little substance. I do have to laud Triumph, however, for knowing who they are as a company and their limitations, which is why they didn’t go all-in and develop a truly new Street Triple lineup.

  • Ayabe

    No, sounds like complete nonsense. Build quality is better than anything in the price range. Not sure what you’re even referencing in regards to the other two.

    Puffery all around.

  • imprezive

    20% Street Triples, 4% Tigers, and 1% everything else. That seems plausible.

  • Jack Meoph

    My 2001 Sprint RS is solid. A few minor things over the years, but normal IMO. The 2005 Daytona 650 OTOH, had a great engine, just everything around it kept breaking. I won’t buy another Triumph, I didn’t say they had poor build quality, what I was inferring was that their garbage models are the ones that no one wants to buy, but corporate demands that the dealers take those models to get the ones that are selling. So you have bikes that no one wants, setting on the floor, sucking cash out of your business.

  • Dustin Nisbet-Jones

    It’s less about puffery and more about ignorance. I’ve owned 11 bikes but only Japanese ones and have zero experience with Triumphs.

    That’s why I asked.

  • Max Headroom

    Triumph continues to push inventory levels into their dealer network. Many dealers are not happy with the policies regarding the maintenance of stock levels required by the manufacturer.

  • PierreLaPierre

    Hey there I have it on good authority that Triumph won’t be launching any new models this year – and after seeing the new Street Triple…. that info was right. Triumph have a weight problem as well as the Speed Triple being an iteration or two (5-6 years development?)away from the market leaders’ offerings and that’s a shame because they started the category back in 94. Heck over 20 years ago they even smashed up the ‘gentlemen’s agreement’ limit of 125hp by launching the 1200 Daytona with a claimed 147hp around 93/94 and the 955i Daytona of 2002/3 had a claimed 147hp and since then…..2016 1050cc Speed Triple with 135hp ? A beautifully styled lightweight 850cc ss and roadster is well within their capabilities. Triumph have dropped the 675 Daytona which with a restyle and massaged engine stats of say 800-850cc could have cleaned up and now Ducati have launched a new 900cc SS. Triumph’s retro range is quite attractive and the after testing the 1200R Thruxton it is lovely to look at and enjoyable to ride but overweight by some 25-30kg. Just try manoeuvring one in and out of your garage. If Triumph want to remain in the Streetfighter / Roadster category they need a new stylist and let’s hope that their involvement in Moto2 with a 750cc engine will spawn a new middleweight sports bike but somehow I doubt that now. Why they don’t poach someone to restyle their sportier offerings from MV is beyond me. I’ve actually written to Triumph on 3 occasions in the last 6-7 years questioning a few decisions but what do I know I’ve only owned 5 of their previous bikes.