The 400cc Shockwave
How Bajaj + Triumph Upended Entry-Premium
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In 2023, a British icon and an Indian powerhouse joined forces to launch two motorcycles that redefined what riders could expect from the entry-premium segment. The Triumph Speed 400 and Scrambler 400X were more than new models; they were a strategic partnership that broke through price barriers, reset performance benchmarks, and delivered record-shattering sales across continents. This book tells the complete, fact-based story of how Triumph and Bajaj designed, engineered, and built the 400cc platform that became Triumph's most important modern success. From boardroom agreements and regulator...
In 2023, a British icon and an Indian powerhouse joined forces to launch two motorcycles that redefined what riders could expect from the entry-premium segment. The Triumph Speed 400 and Scrambler 400X were more than new models; they were a strategic partnership that broke through price barriers, reset performance benchmarks, and delivered record-shattering sales across continents. This book tells the complete, fact-based story of how Triumph and Bajaj designed, engineered, and built the 400cc platform that became Triumph's most important modern success. From boardroom agreements and regulatory filings to launch day bookings, dealership expansion, and global registrations, every milestone is documented in detail. It is a narrative of design DNA preserved, costs contained without compromise, and networks scaled to deliver a premium experience at an accessible price point. With clarity and precision, it shows how the Indo-British collaboration reshaped expectations in India, Europe, North America, and Southeast Asia, forcing competitors to rethink their strategies. More than a business case, it is the story of how two very different companies created a global shockwave in motorcycling.
