Triumph Motorcycles Dives Into E-Commerce

April 2013 Integrated Solutions For Retailers

By Matt Pillar, editor in chief

Triumph Motorcycles is banking on a strategic e-commerce initiative to contribute to the North American rebirth of its iconic brand.

As motorcycles go, the coolness scale tops out with Triumph. Fonzie rode one on Happy Days. Evel Knievel crashed one while trying to jump the fountains at Caesar’s Palace. Hollywood hitmaker Bradley Cooper even bought one recently, channeling the likes of ultracool one-time Triumph owners Marlon Brando, Bob Dylan, James Dean, Steve McQueen, and Elvis.

Leveraging the cool factor is key to Triumph’s ongoing attempt at returning the brand to a prominent place in the North American motorcycle market. That’s a burden gladly borne by Triumph North America COO Matt Sheahan. Thanks to a new franchisee-level e-commerce initiative, he’s well on his way to reaching the goal.