A century-old motorcycle brand that survived bankruptcy and rebirth to emerge as an icon for biking enthusiasts has a story to tell and an experience to share. Something Rajiv Bajaj hopes to bring home as he enters an association with Triumph Motorcycle Ltd of the UK.
Under their global alliance announced on 8 August, Triumph and Bajaj Auto Ltd will design and develop a new motorcycle in the “middle weight” category, to be sold in India as well as abroad. Middle-weight bikes have an engine displacement of 250cc to 650cc. Bajaj, India’s second largest bike maker, will build them at Chakan, near Pune, where it already makes most of its models.
For Bajaj, Triumph is more than about sales and profitability (bigger, costlier bikes are more profitable) but also because it will enable the company to bring the entire Triumph heritage and the story and experience associated with the brand.
In an interview, Rajiv Bajaj, Managing Director of India’s largest exporter of motorcycles, said the latter is critical, as it’s the story and experience that differentiates a product from a brand. Unlike a Royal Enfield, this has been a missing piece for Bajaj, which makes Pulsar and Discover motorcycles.