Triumph targets younger riders

Marketing 03-Nov-04

Triumph, the 101-year-old motorbike company, is overhauling its marketing strategy to increase the brand's appeal to younger bikers.

The British marque has redesigned its logo and embarked on a print advertising campaign, which introduces the strapline 'Go your own way'.

Triumph will relaunch its website next year and is also redesigning its brochures. It has created a point-of-sale unit to ensure consistency of branding throughout its dealer network.

Triumph is in talks with third parties about setting up co-branded promotions to boost awareness of its bikes. It produces 30,000 motorbikes a year and had a turnover of £200m in 2003.