TRIUMPH POSTS RECORD UK SALES IN 2009
January 12 2010.


Triumph delivered record UK sales in 2009, despite the global recession leading to a 10% drop in the UK's large capacity motorcycle market.

The brand increased sales in its home market by 26% in 2009, selling 7450 new motorcycles and overtaking Kawasaki to be the fourth largest big bike brand in the UK. Triumph finished the year very strongly, outselling all manufacturers in the month of November and trailing Honda by just one unit in December in the UK +500cc sector. In the space of 12 months Triumph's market share of the UK 500cc+ market has increased from 9.2% to 13%. This trend has been mirrored around the world, with Triumph increasing its market share in all major markets in which it operates, maintaining its position as the world's fastest growing motorcycle brand.

Triumph's success has been attributed to several factors, not least its wide range of critically acclaimed products, which has ensured a broad appeal to different types of riders.

The company has seen strong growth in the UK across the range, with highlights including the Daytona 675, which saw sales increase by over 50% following the model's winning performances on the racetrack. The middleweight Street Triple and Street Triple R also continue to dominate their sector, winning both Bike magazine's Bike of the Year award and MCN's Best Naked Bike of 2009.

Other new models introduced in 2009 were extremely well received, with a number opening up new categories for the brand. Sales of the latest version of the Triumph Bonneville have more than doubled, proving the new model is retaining the iconic status of the original bike. The new Thunderbird cruiser, winner of US Cycle World's 'Best Cruiser' award, has proved to be such a hit with consumers that waiting list orders cannot be fulfilled until March. Triumph's strong, dedicated dealer network has also been a key factor in the company's continuing success, with Triumph specialist's A1 Moto winning dealer of the year in the 2009 Rider Power Survey. Three other Triumph dealers were included in the top 10.

Paul Stroud, Director of Global Sales and Marketing at Triumph said, "I'm delighted with our sales growth here in the UK market. Our strategy of developing class leading motorcycles and working closely with our dealer partners to deliver a great customer experience is really working and helping to deliver a strong performance globally. In the last 12 months Triumph has increased its global market share from 3.4% to 4.4%."

The Triumph brand was reborn 20 years ago, displaying the first products from its state of the art factory in Hinckley, Leicestershire, at the 1990 Cologne Motorcycle Show. The company is continuing to invest in research and development to ensure a strong product pipeline in the coming years, demonstrating Triumph's ongoing commitment to developing world class motorcycles that continue the tradition of the great British brand.