Triumph & Bajaj Partner on Middleweight Motorcycles

Google+ Pinterest LinkedIn Tumblr

There is some big news coming out of the motorcycle industry today, as Triumph and Bajaj have just announced a new global partnership that will see the two brands collaborating on new middleweight motorcycles for the global market.

It is still not clear what the fine-print of the deal looks like, but an obvious guess would be that Triumph and Bajaj will co-develop middleweight motorcycles for both emerging and developed markets, with both brands taking advantage of the other’s distribution to reach new untapped customers.

If this sounds like a familiar strategy, you would be right, as Bajaj’s deal with Triumph is very similar to the deal the Indian brand struck with KTM. However, in the case of Triumph, Bajaj is not taking an equity stake in the British marque.

We will provide some analysis on this news shortly, but until then, let us enjoy one of the most confusing and grammatically incorrect press releases ever produced by the motorcycle industry.


Triumph motorcycles and Bajaj are pleased to announce their global partnership.

The objective of this non-equity partnership is to deliver a range of outstanding mid–capacity motorcycles benefiting from the collective strengths of both companies.

We hope to bring to bear upon global markets the individual strengths of the partners including brand position & perception, design & development technology, quality & cost competitiveness & worldwide distribution.

This new global partnership will enable Triumph to significantly expand its global reach by entering new higher volume market segments, especially within the emerging markets across the world.

Bajaj will gain access to the iconic Triumph brand, and its great motorcycles, enabling it to offer a wider range of motorcycles within its domestic market and other international markets.

Triumph and Bajaj are excited by the opportunities of this partnership and the prospect of entering new market segments, thereby reaching a whole new group of motorcyclists across the world.

This new partnership builds upon our global operations, adding further capabilities to enable us to enter significant new markets and segments not possible today, in a premium manner, thereby supporting our strategic goal of becoming the premium lifestyle motorcycle brand. 

Nick Bloor 
Triumph Motorcycles CEO.

Source: Triumph Motorcycles