Bajaj Auto takes over Triumph’s India sales and marketing operations

First announced in 2020, the collaboration between the two manufacturers will see all 15 dealerships of the British bike maker be handled by Bajaj. Triumph’s operations will be the fifth separate dealer under the Bajaj name, joining KTM, Chetak Electric and Bajaj’s two-wheeler and three-wheeler businesses.

“The Triumph dealers will join this family as the fifth exclusive retail channel within a network of over 6000 dealers and sub-dealers across Bajaj’s brand portfolio in India. All the existing Triumph dealerships will remain exclusive to the brand and continue to provide a high customer experience in line with Triumph’s global standards,” says a press release from Bajaj.

This move to merge Triumph’s dealerships comes ahead of the brands’ future collaboration to develop new mid-sized Triumph motorcycles, that will be built at Bajaj Auto’s Chakan plant. In addition, the Indian manufacturer aims to add more Triumph dealerships in the next few years.

“We will also leverage our formidable distribution network to rapidly expand the exclusive Triumph stores in India in preparation for the soon-to-be-launched, exciting new motorcycles,” says Rakesh Sharma, Executive Director – Bajaj Auto.