The recent threads on the rumored 1500cc cruiser got me wondering about Triumph's marketing strategy. We (the members of ba.com) live and breath Americas and Speedmasters, and we think Triumph should pump gobs of money into upgrades for those models. But how does Triumph think?
If a line of bikes is selling well, should they let that line ride and put money into other models? How much money should they invest into drawing younger riders? Will they eventually phase out the models favored by the older riders? I wouldn't have thought there would be a big market for adventure touring bikes, but with the remake of the Tiger, Triumph is placing a big bet on that market. They dropped the Trophy just when sport touring was starting to take off. Did they mis-read that market?
The last Torque had some marketing stats on the different models, so I skimmed through and made a quick list. Of course, this is propaganda from their marketing people, but it gives some hints about how Triumph views it's different lines. It's what Triumph wants us to know.
[Note: I used CODE so the tabs would line up]
Code:
Speed Triple Best Selling Triumph, 20% of global sales in 2006, 42% of sales in Italy
Sprint ST Best selling Triumph in UK in 2006
Daytona 675 Youngest owner profile
Bonneville family 1/4 of Triumph's sales in US
Rocket III Out sells Daytona 675 4:1 in Japan; Joint top seller in Canada
Scrambler No sales data given (maybe I just didn't see it)
Thruxton No sales data given (ditto)
America Together with Speedmaster, accounts for 10% of Triumph's worldwide sales (5% each?)
Speedmaster Best selling Triumph in Sweden
Tiger Claimed to be one of Triumph's most popular bikes (whatever that means)
So, what assumptions can be made?
Speed Triple is Triumph's bread and butter
TBA/SM is solid but not huge market for Triumph
New, young buyers like glitzy sport bikes aka Daytona 675. What will they buy when they grow up?
RIII can compete in Japan easier than the sports bikes. Japan Inc. monopolizes it's own sportbike market
Will the retro models like Thruxton and Scrambler be worth continuing? How long will the retro fad last?
Triumph is taking advantage of niches and marketing holes in the motorcycle market. A 1500cc cruiser would compete directly with a bunch of bikes already out there, including Harley. It's a niche already filled. Would Triumph be taking a gamble with that model? Is that why it has taken so long to show up?
I figure this should stir up some debate.
Any comments here?
