Triumph sold more than 100,000 motorcycles around the world in 2024, passing the landmark figure for the first time in its 122-year history. Overall, 134,635 Triumph motorcycles were sold to customers around the globe last year — growth of 64% of 2023 totals. Triumph’s sales were up in all its regions 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 44%. This was echoed in 30% growth in Asia and 18% growth across its European markets, which remain Triumph’s largest region.
“This level of global growth is a tremendous achievement that has required a great effort from everyone at Triumph, and our business partners across the world,” says CEO Nick Bloor. “Everyone involved should be very proud of the part that they have played in helping Triumph thrive across the world and achieve this record sales performance.”
This sales growth is reflected in the expansion of Triumph’s Global Dealer Network, which has increased to 950 dealers with more than 230 new dealer business partners joining the brand since 2019. “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,” adds Chief Commercial Officer Paul Stroud. “This is reflected in our growing international dealer network, and expanding aftersales programs.”
Stroud admits Triumph is keeping a weather eye on the market. “Whilst the international economic conditions continue to look challenging as we look ahead, we have lots of reasons to remain optimistic. We have a strong new model pipeline which will see our range develop further to appeal to an even greater range of riders, we have a globally admired brand, and a superb network of professional dealer partners across the world. That’s why we continue to make ambitious plans, forecasting continued progressive growth, which will see us welcome even more customers to the Triumph Brand over the coming years.”
