Triumph Achieves Record Global Sales in 2024
After a successful 2023 in which Triumph Motorcycles sold 84,985 motorcycles in the calendar year, Triumph sold more than 100,000 motorcycles around the world in 2024, passing the landmark figure for the first time in the 122-year history of the brand.
Overall, 134,635 Triumph motorcycles were sold to customers across the world in 2024 representing a growth of 64% on the previous year. This was the fifth consecutive year that Triumph Motorcycles Group Ltd achieved an all-time record in its motorcycle sales - selling through some 950 dealers in 68 countries globally.
Triumph's sales were up in all its regions across the world, with the greatest growth achieved in India, where sales reached 29,736 and the Americas region, which includes Brazil, Canada and the US, where sales were up by 44%. This was echoed in its distributor markets, which experienced a 33% growth in sales, as well as a 30% growth in Asia, and 18% growth across its European markets, which remain Triumph's largest region.
Since 2019, sales of Triumph Motorcycles have increased by 123%, with growth being achieved in all markets, and standout growth being achieved in Brazil, Italy, Japan, Turkey, Hungary, Poland, Mexico and India where Triumph's sales have more than doubled since 2019, with 230 new dealer business partners joining the brand since then.
Though a 'Legacy Brand' whose origin story starts at the very beginning of the motorcycle industry itself, that has not been baggage for the company, but a platform for success. "This incredible set of landmark results for 2024 has been achieved by delivering a comprehensive new model launch programme, as well as successfully tapping into wholly new segments of the market.
"In response to growing global demand for smaller capacity motorcycles, Triumph launched the 400 cc Triumph Speed 400 and Scrambler 400 X, which arrived in dealers in early 2024. Designed from the ground-up with a brand-new single cylinder engine platform, these new models are designed to deliver a fun, agile and confidence-inspiring ride for buyers of all ages and experience levels."
Triumph also entered the motocross market for the first time, with the arrival of the TF 250-X in Triumph's new network of Motorcross & Enduro Centres in May 2024. "With a class-leading power to weight ratio and the most complete specification package ever to launch into the ultra-competitive 250 cc motocross market, this new model has been celebrated by the media and riders. Triumph's first 450 cc motocross model, the TF 450-RC Edition, was revealed in September 2024, and became available in dealerships in February 2025."
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| TF 250-X |
Triumph Motorcycles Chief Commercial Officer Paul Stroud said: "We're very pleased with the growth that we achieved last year, which follows an incredible run of continuous growth since 2019, despite a very challenging global economic climate.
"Our decision to enter two new segments has been very well received by our dealers and customers and has helped us to bring new riders to the Triumph brand. This is reflected in our growing international dealer network and expanding aftersales programmes.
"Our growth is even more remarkable when you take into account the sales of Triumph Motorcycles being achieved by our partner Bajaj Automotive in India, where in 2024 they sold 29,736 Triumph 400's taking our total global sales including India to 134,635 Triumph motorcycles. That's 64% more than in 2023, and an incredible 123% increase since 2019."
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FUN FACT - to promote its ADV 'chops', Triumph officially claimed the Guinness World Records title for 'The greatest distance travelled on a motorcycle in 24 hours (individual)' in 2023. Riding a factory-specification Tiger 1200 GT Explorer on the High-Speed Ring at the Nardò Technical Center in Italy, five times Enduro World Champion and Triumph Global Ambassador Iván Cervantes travelled more than 4,012 km in a 24-hour period, beating the previous record of 3,406 km by a huge margin of more than 600 km. |
Triumph's new model programme is continuing at pace into 2025, with the all-new Tiger Sport 800 launching into a new Sports Tourer segment and arriving in dealerships from March. Four model family updates have already been revealed, including the Speed Triple 1200 RS, Speed Twin 900 and 1200, plus the launch of a new Speed Twin 1200 RS. Special editions including a new Bobber TFC (Triumph Factory Custom), a range of Bonneville Icon Editions and a 2,500 cc Rocket 3 Evel Knievel Limited Edition have also been announced. The Rocket 3 Triple is the world's largest production motorcycle engine.
Triumph currently employs around 3,000 personnel worldwide and has subsidiary operations in the UK, North America, France, Germany, Spain, Italy, Japan, Sweden (Scandinavia), Benelux, Brazil, China, and Thailand as well as a network of independent distributors. Triumph has manufacturing facilities in Hinckley in the UK and Thailand, plus CKD facilities in Brazil and India.
