Two-wheeler maker Bajaj Auto has announced a global partnership with UK-based Triumph Motorcyles. The tie-up is a strategic non-equity partnership "to deliver a range of outstanding mid-capacity motorcycles benefiting from the collective strengths of both companies," Bajaj Auto said in a communication to the bourses.
Analysts believe the alliance will help enhance the overall portfolio of Bajaj Auto which was missing a strong brand in the "easy riding" or cruiser bike space. Bajaj Auto managing director Rajiv Bajaj, himself at the company's annual general meeting (AGM) last month had admitted that the missing piece of the puzzle for the company lay in the "easy riding or lazy riding space".
"This new global partnership will enable Triumph to significantly expand its global reach by entering new higher volume market segments, especially within the emerging markets across the world. Bajaj will gain access to the iconic Triumph brand, and its great motorcycles, enabling it to offer a wider range of motorcycles within its domestic market and other international markets," Bajaj Auto said.