Motorcycle Partnerships: Behind the Bike
Motorcycles are rarely built in isolation. While brake specialists like Brembo and suspension specialists like Showa or Öhlins are known to provide components to various motorcycle manufacturers, there are also deeper partnerships at play.
This is not a new concept in motorcycle history. In fact, it has been a tradition since the early 20th century for frame and engine specialists to collaborate and create a single machine, each focusing on their respective expertise.
In the 21st century, motorcycle manufacturing partnerships have expanded on a larger scale, but the spirit of tapping into multiple areas of expertise to create new bikes for riders remains the same.
To help explain these partnerships, we have started a new series called "Behind the Bike". Look out for new entries occasionally, and if you have a specific story in mind, feel free to reach out to us.
The Triumph and Bajaj Partnership
In the summer of 2023, Triumph officially introduced its Speed 400 and Scrambler 400 X. The bikes garnered national and international interest, with Bajaj preorders exceeding expectations. Bajaj CEO Rajiv Bajaj expressed surprise at the overwhelming response but assured that the company is prepared to meet the demand.
Like many motorcycle models, Triumph and Bajaj planned to release these bikes in phases across different markets. They first became available for order in India and will gradually roll out to other markets in the future.
Currently, four of these bikes are touring the US, visiting dealerships for potential owners to see and experience in person. While we haven't had the chance to ride them yet, the fit and finish appear to be of high quality, with added features like braided stainless steel brake lines.
About Bajaj Auto India
Bajaj Auto India, founded in 1926, is one of India's largest manufacturers of two- and three-wheeled vehicles. The company sells its motorbikes in various countries across Asia, Latin America, Africa, and the Middle East. With partnerships with KTM, Husqvarna, and now Triumph, Bajaj is expanding its reach to even more countries.
The Triumph/Bajaj Partnership
The global partnership between Triumph and Bajaj Auto India was officially announced on January 24, 2020. Unlike the Bajaj/KTM partnership, this is a long-term, non-equity partnership. It benefits both Triumph and Bajaj, allowing Bajaj to leverage its manufacturing and distribution strengths, while giving Triumph a stronger presence in motorcycle segments where it has been less prominent.
The plan is to design bikes together, utilizing Triumph's history and reputation in the motorcycle world. The focus is on creating bikes in the 200 to 750cc range that are aspirational and affordable, appealing to both new and existing riders.
Attracting Younger Riders
Attracting younger riders has been a concern in the western motorcycle industry. Affordability plays a significant role in this, and the partnership between Triumph and Bajaj aims to address this issue. In Asian markets, where motorcycles are part of daily life for riders of all ages, the focus is on meeting the demands of high-volume markets.
Bajaj Auto reported a 77 percent increase in motorbike sales in November 2023, including the new Triumph 400s. This success highlights the potential of the partnership.
More bikes are in development, including a rumored café racer 400 and other small-displacement models. Bajaj has also taken over Triumph's distribution in India, solidifying their partnership.
