Triumphs in car dealers

Triumph has been trying to expand its network of dealers by offering franchises to car dealers.

The British manufacturer has gaps in its network in Reading and Cambridgeshire and hopes that it can fill them by putting bikes in a car showroom. It’s looking for dealers by placing ads for the franchises in car industry magazine AM. Ducati is also advertising in the same magazine.

Triumph says it is insisting on high standards – they’ve already turned several possibles down because “they were only interested in making extra money”.

“We’ve had approaches from several well funded groups,” said Mike Tomlins, Triumph area sales director.

“On the face of it many of the applicants looked ideal, but after talking to them it’s apparent an awful lot of them see bikes as just another profit line. Obviously we want dealers to be profitable but we need dealers who understand the customer and understand the ethos of motorcycling.”

Harley is also reported to be looking at finding car dealers to sell its bikes.