Big-bike market set to change gear in Thailand

posted May 15, 2013, 10:52 PM by Loose Tube

Thailand's premier English language newspaper, The Nation, reports on the changing nature of the big bike market in Thailand.

Ducati started assembling its Monster 795 in its plant in Amphur Plakdaeng, Rayong, in September 2011 and reached domestic sales of over 1,200 units in the first year. Overall production in 2012 reached 2,391 with the excess for export. The production range at the plant now includes the following models: Monster 795, Diavel, Diavel Cromo, Diavel Carbon, Multistrada 1200 (from March 2013), Multistrada 1200 S Touring (from March 2013), Multistrada 1200 S Pikes Peak (from March 2013).

Despite Triumph's many years head start in Thailand, it seems unable to take advantage of Thai Board of Investment (BOI) incentives and domestically made machines are considered as imports, thus driving up costs significantly. They also appear to be locked into a distribution agreement with Britbike, managed by Thai celebrity Dom Hetrakul. The outcome is a niche market product, when they had all the elements to develop brand and distribution across the region with a broader appeal. With sales of 400 units in the 6 years up to 2012, this can be considered a serious strategic error on Triumph's part.