Another "Triumphant" Year
July 21, 2005 - Triumph Motorcycles today announced strong
sales and continued positive growth for the 2005 financial year (July 4,
2004 to
June 5, 2005).
Global sales for Triumph are up 29% from 2004. This
includes a 10% increase in UK sales in what is described as a static market.
North American sales increased by 40%, and both France and Switzerland
experienced increases of 43%. Triumph sales in Japan rose 34%, Italy
25% and Germany increased 18%, all over 2004 levels.
Triumph reports a 25% per year growth rate for the last two
years, proving the brand turnaround initiated after the factory fire in 2002
is on track.
Tue Mantoni, Commercial Director at Triumph commented: "A
significant contribution to our growth in sales stems from the successful
launch of new products and the work we have done with our dealers.
These are the most important areas to the consumer and it’s through these
two crucial touch-points that we communicate the brand and make the change
in our business visible".
With the launch of several new models over the last year,
including the
Speed Triple and
Sprint ST, the
model range is significantly more focused and comprises distinctively
designed machines with lots of character.
Triumph now reports that all new bikes going forward will
have either the parallel twin or the iconic triple engine, something that's
unique for Triumph in the motorcycle market. Mantoni comments:
“Triumph is all about individuality and riding something that not everyone
else has. We have worked hard to define Triumph’s identity and the
success of our latest models is evidence that the consumers like what we
have done".
In several markets, the demand has outstripped the supply of
the new models and there are long waiting lists for models like the Speed
Triple and the Sprint ST. Mantoni comments: “The fact that you have to
wait for your bike makes the ownership experience more rewarding for the
people who actually got their hands on one of the first bikes".
Triumph has also worked hard to create a unique retail
experience that reflects the Triumph brand, including the launch of a new
corporate store design. The design is meant to emphasize the lifestyle
aspect of motorcycling by integrating the display of clothing, accessories,
merchandise and the motorcycles themselves. The store design is
currently being rolled out to dealers across the globe.
Mantoni clarifies: "For the majority of our customers, the
dealership is their primary contact with the Triumph brand. The
signals that we send through our dealers and the service that the customer
receives define the brand in many ways".
“Our growth demonstrates to dealers and customers that we
can run a successful and profitable business. This builds confidence
in the future for the people who dedicate their lives to Triumph either
through their business our through their own lifestyle."
“The focus on launching distinctive new products and
enhancing the retail experience will therefore remain core to our strategy
going forward.”
Triumph’s financial results will be published in full in
September.
