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After completing three years of operations in India, the British motorcycle company, Triumph has marked its valuable presence among the premium motorcycle manufacturers. As we all know, the Indian automotive market keeps a huge space to grow in the segment. So now, after this success, the brand is now aiming at the top rank In the Indian superbike market.
If we look at earlier sales stats, we have observed, the bike maker has sold out over 650 bikes in the first year of operations. Whereas, in the next two-year, it has marked just double in sales, around 1200 units, each in the second and third year. Now head to the ongoing FY 16-17, this fiscal Triumph is expecting more or less 1500 units, which would result in the rapid shrink in space between the market leader, Harley Davidson and the Triumph itself, in terms of premium motorcycles sale, pricing INR 5 Lakh or more.
Read Also: Triumph Daytona 675 is on Discontinuity Verge in Europe
Comparatively, both the brands have different products, so definitely the competition must be tough. Hence, the Triumph has to overtake its real competitor, Harley-Davidson with the same steady pace to achieve that top position in this premium two-wheeler market.
"It's been an absolute roller coaster ride. We tried to achieve what we have faster than the industry, and there have been challenges. But the results are there. Going forward, we intend to have presence in over 25 towns and cities across India very soon, and we intend to become the leading brand in the premium and luxury segment," says Vimal Sumbly, Managing Director, Triumph Motorcycles India.
In the course of April-October 2017, the released data from the Society for Indian Automobile Manufacturers (SIAM) for the superbikes valued over Rs 5 lakh pricing, Harley-Davidson has rolled out just above 900 bikes against to the retailed around 750 units of Triumph Motorcycles.
Whereas the overall trading registered by the Harley Davidson during that same period was over 2400 bikes including a good sales figure of popular entry level cruiser, Harley Davidson Street 750 cost at Rs 4.91 lakh (ex-showroom Delhi). The said motorcycle has helped this iconic cruiser bikes manufacturer in getting a lead from the Triumph Motorcycles.
"The future outlook of the ultra-luxury two-wheeler segment in India is very positive. India's two-wheeler industry is poised to record its fastest growth in at least five years in the 2017 fiscal. With softening fuel prices and easing interest rates, fundamentals are also in place to drive the demand," says Abdul Majeed, Partner at Price Waterhouse. He adds, "Additionally, brand awareness and growing purchasing power of the upper middle class in tier II and III cities will also attribute towards an increase in sales. This segment is growing and will continue to do so with increasing aspiration and appetite for luxury."
Right now, Triumph is selling 16 different models in the categories like the classics, roadsters, cruisers and supersport. With its 14 dealerships across the country, the company is serving its 3500 happy customers, whereas the HD has 23 dealership which is around more than one-fourth of the former one. The three-pronged strategy- competitive pricing of bikes by assembling them in India, spreading dealership network and providing experiential stores that comprise test rides and merchandise/ apparel, are responsible for the growth of the Triumph.
"The Indian customer is no different from any other customer in the world. In fact, expectations of the Indian customer are higher when it comes to service and after sales," says Sumbly.
At the time of Triumph Motorcycles Introduction in India in 2013, the Indian superbike market was in its initial stage and the bar and shield brand Harley-Davidson was the only established giant in the market. Being the first comer and having an aspiration identity in the international market has really supported the brand in fixing its strong feet as the market leader in India.
Whilst, Harley-Davidson manufactures and offers a range of premium cruisers. Whereas, Triumph has a diverse range of two-wheelers on its showcase to allure the mood of every kind of rider. It has fun to ride entry-level classics, appealing roadsters, cruisers and a supersport.
"When we introduce a new product, it's a completely new product from the ground up, and not just a cosmetic upgrade or a new paint scheme labelling it as a new model. So, we at Triumph will continue to offer the best of brands for the Indian market with the latest technological innovations available. And that is going to be the single most defining factor for Triumph India," said Sumbly.
Well, Triumph range of products has performed the important duties in the success path of the automaker. Moreover, the modern classic range also a leading character in improved company sales.
The Bonneville, a neo-retro with all new and top of the line technologies has become the Triumph India’s bestseller.Just after the emergence of next-gen Bonnie's, Triumph will move to its roadster range and by reviving the range with an underworks all new and upgraded street triple, the British marque will try to become the leader in the Indian superbike market.
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