Triumph Management on Growth, Identity, Tech & Markets for 2026+

Poky, 1000PS: Triumph has a major model offensive for 2026. What's the core strategic goal?

James Wood, Senior Global Product Marketing Manager, Triumph: Honestly, it's a bit of everything. At Triumph we're always looking to grow and to bring the brand to new audiences. We're doing that in different ways. For example, we've launched the TXP range of electric off-road bikes, which introduces Triumph to a completely new age groupkids from three years old. Over the last few years we've also moved into off-road motocross and enduro, and expanded the 660 line-up. The idea is to open the brand to more people, then have products for them as they progress. That grows volume and helps us grow technologically. We're privately owned by John Bloor, and everything we make is reinvested into R&D. That's how we keep our competitive edge and evolve the line-up.

Poky: I have owned a Triumph my first motorcycle was a Bonneville SE. Triumph is still strongly associated with modern classics. Is it difficult to balance that heritage with your more progressive bikes?

Wood: If you asked a child to draw a motorcycle, they'd probably draw something like a Bonneville it's what we're known for. But we're careful not to alienate any customer. We have core Triumph beliefs: a Triumph has to be authentic, original, full of character, with agile, neutral, confidence-inspiring handling, and it has to be fun. We express that in different ways. With modern classics we lean into our heritage and continuous production since 1902. At the same time, we have a deep racing pedigreefirst Isle of Man TT, won the secondand that naturally feeds into bikes like Trident, Street Triple and Speed Triple. And on the adventure side, there's lineage like Ted Simon's round-the-world ride on a Tiger. When you look at our families you can see how classics, roadsters and adventure bikes blend. A Scrambler 1200 is a good example: modern adventure capability with classic Triumph looks. That all sits comfortably within our identity.

Poky: Looking ahead, what's Triumph's mission on technology and sustainability?

Wood: We're always pushing forward and can't get complacent in this market. A huge part of that is listening to customers thousands every year. I can't talk specifics about what's coming, but we track trends closely. Take the Bonnevilles: people buy them for the same reasons as everbeautiful, great sounding, great looking, and they feel special to ride. But we're also introducing optimized cornering ABS, traction control and LED lights across the range, because expectations and standards move on. As technology becomes more widespread, we'll incorporate it into platforms like the Bonneville hub. And yes, there's exciting future tech coming, but I can't go into detail yet.

Poky: Is electrification still part of Triumph's drivetrain future after TE-1?

Wood: We've already made a significant step into electric motorcycles with the TXP family of electric off-road youth bikes, which helps bring a new generation into riding. Beyond those, I can't give specifics, but as you'd expect from a global manufacturer we're investigating all options, including what you're asking about. There's a lot of research happening in that area.

Poky: What are the main engineering challenges for Euro 5+ and possible Euro 6?

Wood: It's always a balance. When we design an engineemissions, power, fuel economywe're trying to deliver what customers want while meeting legislation. As regulations tighten, we have to get smarter. The Tiger 900 update shows that: it makes more power with lower emissions. We apply what we learn from development and from racing. We've been the sole Moto2 engine supplier since 2019, and that knowledge feeds back into road bikes. Improving efficiencylike reducing frictioncan both cut emissions and improve performance. The same learning supports different bikes: a Speed Triple is about performance, while a Trident or Tiger Sport might put more weight on efficiency, but the engineering fundamentals are shared.

Poky: How long is Triumph committed to Moto2, and does it still make strategic sense?

Wood: Moto2 is an incredible platform for us. It began as a five-year contract from 2019, and we extended it for another five years because the partnership with Dorna works brilliantly for both sides. Riders love the engine, lap times and records keep improving, and the three-cylinder balance of power and torque is a great step from Moto3 to Moto2 to MotoGP. For those reasons, I can see the partnership continuing for the foreseeable future.

Poky: You build many bikes in Thailand and India. Any chance of more UK production again?

Wood: We still produce in the UK, and we have factories worldwide UK, Thailand, Brazil, India. The key point is that every factory follows the same processes and procedures. Good manufacturing is about process: do it correctly and you get a good product. All plants were set up by the same teams as our UK manufacturing. We use computer-controlled torque settings, with audit trails for every bolt. Even operations like cylinder head bolt tightening are done by programmed multi-spindle machines in a fixed sequence. That ensures the same Triumph quality regardless of where the bike is built.

Poky: Are over-the-air updates something you're working on?

Wood: I can't give specifics, but as with the previous topic, we're looking at all the options.

Poky: Is Europe still your biggest market?

Wood: By individual country, it's the USA in terms of volume. We class countries like Germany and France as separate markets; in that sense the USA is number one. Europe as a whole might be biggest collectively, but individually the USA leads.

Poky: What does that mean for product planning and R&D?

Wood: Every market matters. We're very data-driven, and we develop products where there's opportunity. The 400s are excellent for Europe learners and entry riders but also for emerging markets. What looks like an entry point from a Western perspective can be a big bike elsewhere, like India. So we look at customer demand and volume potential across regions and build products that fit those needs.

Poky: Does a new product have to suit all markets to be worth doing?

Wood: Not necessarily. Motocross, for example, is huge in America. Even if it's smaller in some countries, we may still develop it if the overall opportunity is strong in key markets like America, Germany, France and others. New bikes require major investment, so the decision is always a holistic one: does the total proposition make sense?

Poky: In a digital world, are real-life events still important for Triumph?

Wood: Absolutely. Our strapline is "For the Ride," and that goes beyond the motorcycle itself. You buy into a community and a lifestylefriends, holidays, experiences, even who you share your life with. That includes clothing, events and riding experiences like touring the world, track days or adventures. In a digital age, disconnecting and enjoying your bike is powerful. We want to offer that holistically. Ultimately, we're trying to give more people the opportunity to ride and be part of that journey.

Poky: Thank you so much.

Wood: Thank you.