Triumph is riding high after its best sales year ever, with 134,635 motorcycles sold worldwide in 2024. This marks a notable 64% jump from last year and the first time in the brand’s 122-year history that sales have topped 100,000 units.

This is the fifth consecutive year that Triumph has achieved an all-time record with bike sales seeing 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 fueled by their entrance into the sub 500cc market which has attracted new riders to the brand. Credit goes to the successful launch of the entry-level Speed 400 and Scrambler 400 X models, built in response to growing global demand for smaller capacity motorcycles in partnership with Bajaj in India.

Accordingly, Triumph reports the greatest growth across all global markets 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 doesn’t break down the numbers in more detail, 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.

All in all, a significant achievement in 2024 with room for growth in the new year as the brand tries to tap into other new markets. “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.”

Let’s not forget Triumph has also entered the motocross market for the first time last year, with the arrival of the TF 250-X in Triumph’s new network of Motocross & Enduro Centers in May 2024. In addition, the brand’s first 450cc motocross model, the TF 450-RC Edition, was revealed in September 2024, and will be available in dealers from February 2025. Triumph has also previously hinted that its motocross platform would give rise to a comprehensive enduro line—a development we eagerly hope to see materialize in the near future.