Triumph broke sales record again, with 134,635 motorcycles sold worldwide in 2024, marking a 64% jump from 2023. It was also the first time for the brand to sell more than 100,000 units in their 122-year history.
This is the fifth consecutive year that Triumph has achieved an all-time record, representing an increase of 123% since 2019. The continuous sales growth is reflected in the expansion of the company’s dealer network which now reaches over 950 global dealers, representing an increase of 46%.
Looking specifically at their 2024 milestone, Triumph says the sales record was greatly fuelled by their entrance into the sub 500cc market which has attracted new riders to the brand. (No surprise!) Credit goes to the successful launch of the Speed 400 and Scrambler 400 X models, built in response to growing global demand for smaller capacity motorcycles.
Triumph reported the greatest growth was achieved in India, where sales of the 400cc machines largely contributed to a total of 29,736 units sold in the country. The manufacturer did not detail the numbers, but reported that other markets like Brazil, Canada and the US stood out with sales up by 44% compared to 2023. And although European markets saw a smaller growth of 18%, Triumph confirms they still remain the largest region for the brand.
“We have a strong new model pipeline which will see our range develop further to appeal to an even greater range of riders,” said Triumph Chief Commercial Officer, Paul Stroud. “That’s why we continue to make ambitious plans, forecasting continued progressive growth, which will see us welcome even more customers to the Triumph Brand over the coming years.”
