British maker Triumph Motorcycles has taken over the dealership network in Thailand, a move to cash in on the flourishing market for big bikes.
According to Peter Coates, managing director of Triumph Motorcycles (Thailand), a wholly owned subsidiary of Leicestershire-based Triumph, from this year forward Triumph Motorcycles (Thailand) will handle not only manufacturing but all aspects of the business, including sales and marketing activity, in coordination with distributors such as Britbike.
Britbike is owned by Dom Hetrakul, a well-known actor, and became the first authorised dealer of Triumph motorcycles in 2007.
There are seven Triumph outlets nationwide: two in Bangkok (Triumph Britbike RCA, Triumph Britbike Rangsit) and five upcountry (Triumph Britbike Chiang Mai, Triumph Khon Kaen, Triumph Ubon Ratchathani, Triumph Hatyai and Triumph Phuket).
"Thailand's luxury motorcycle market with an engine size over 500 cc has been healthily growing, with sales figures expected to increase 10% this year to 6,500 units," Mr Coates said. "By the end of this year, we're also upbeat about achieving sales of 1,500 units, a surge of 413% from a year earlier."
Triumph posted record sales of 1,400 motorcycles from January to October, compared with 257 units in 2014.
Triumph Motorcycles (Thailand) runs three factories at Amata Nakorn Industrial Estate in Chon Buri.
Triumph's first factory in Thailand opened in May 2002 to make motorcycle components such as frames, fuel tanks, header systems, swinging arms, engine covers and chrome-plated parts.
A second factory opened in 2006 with a painting facility and assembly line, and a third plant, opened in 2007, includes high-pressure die casting and machining.
The company employs 1,100 workers in Thailand. The existing facilities make up half of total production capacity of 80,000 units a year.
All 11 models sold in Thailand are made at the Thai facilities, with 50-60% local content. Triumph ships its Thai-made motorcycles to over 40 countries.
Triumph's Thai facilities, with a combined investment of more than 3 billion baht, are the only location for completely built-up production outside of Britain, representing 65-70% of Triumph sales worldwide.
Factories in Brazil and India provide completely knocked-down manufacturing.