JV with Triumph Yields Higher Mileage For Bajaj Auto Than With KTM

The Bajaj-Triumph non-equity partnership, which was first announced five years ago, was created to target the market for mid-capacity (350-750cc) bikes, which would be produced by both businesses but solely offered under the Triumph name.

As plans are on to release the first motorcycle under the joint venture this year, Bajaj Auto stated that the chance to expand the company with British partner Triumph might be far greater than the 15-year partnership with KTM.

The Bajaj-Triumph non-equity cooperation, which was first announced five years ago, was created to meet the market for mid-capacity (350-750cc) bikes, which would be developed by both businesses but would only be sold under the Triumph name.

The collaboration with Austrian bike manufacturer KTM resulted in the creation and release of numerous products, the creation of novel technologies, volume growth, and geographic extension of the KTM brand.

However, due to the nature of the brands, Bajaj-target KTM’s market is still constrained. KTM and Bajaj have made a name for themselves in the categories of street, performance, and sports bikes. Therefore, the Bajaj-Triumph alliance might focus on various motorcycle market segments, including leisure, cruiser, and café racer, to mention a few.

Rakesh Sharma, the executive director of Bajaj Auto, said, “We are hoping to replicate the Bajaj-KTM partnership. At a global level, from the inputs we have received from Triumph and the potential we have seen in India, we believe that the scale of the opportunity is bigger than the scale of opportunity we witnessed in the Bajaj KTM partnership.”

Market analysts view the Royal Enfield partnership, which controls more than 85% of the middle-capacity motorbike market in India, as being challenged by the Triumph alliance. The Royal Enfield brand, owned by Eicher Motors, aims to dominate the same market globally.

Some Triumph vehicles, including the Bonneville, share a heritage with the Classic brand of Royal Enfield motorcycles. According to sources, the objective is to have a motorcycle under ‘3 lakh, where most of Royal Enfield’s goods are priced. Price specifics would be disclosed at the time of debut.

“The products are now developed and are under field testing in Europe and other countries. We will be announcing launch plans shortly. We are working on the front-end operations,” Sharma added.

Following the introduction of the first Triumph motorcycle, Bajaj Auto will open four new two-wheeler sales showrooms in the Indian market. The traditional Bajaj Auto showrooms and the Probiking stores, which offer KTM and Husqvarna motorcycles, will soon be joined by standalone Chetak stores and independent Triumph showrooms.

The Bajaj Auto company’s umbrella brand for fully electric vehicles is called Chetak, and it currently only sells one scooter model. However, Bajaj Auto thinks it would be appropriate to create a unique sales experience for the customer given the impending release of numerous new goods.

“Having an EV in one corner of a showroom dominated by petrol-powered options does not suit the customer experience. While Chetak was sold through the outlets along with KTM and Husqvarna, we have decided that Chetak should now deliver an exclusive retail experience to customers through standalone stores,” Sharma added.

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