The Legend Finally Arrives: You'll Soon See Triumph Motorcycles on Philippine Roads

The motorcycle brand favored by celebrities finally arrives in the country.

Clint Eastwood. Tom Cruise. Steve McQueen. These are just some of the Hollywood legends that brought cool into motorcycle riding and made generations aspire to ride. Not coincidentally, they all rode one of the most hallowed brands in the motorcycle world—Triumph.

In the Philippines, we’ve never had an official distributor of the legendary marquee all these decades. That is, until now.

The Autohub Group of Companies, responsible for bringing in other premium brands such as Vespa, Rolls-Royce, and Mini Cooper, announced last week that they have been chosen by Triumph as the exclusive distributor of their bikes here in the country.

Autohub President Willly Tee Ten said it has been a long and laborious process—four years, to be exact—trying to get the British brand to commit and finally sell authentic Triumph motorcycles in the country.

Autobohub Group of Companies President Willy Tee Ten poses with a triumph motorcycle

Photo by AUTOHUB.

“It’s been four years courtship, back and forth. From nine applicants (it went down) to two, then it took them maybe six months to decide who among the two applicants will be the distributor here in the Philippines,” shares Tee Ten.

Heading Triumph Philippines, which open its flagship store in Greenhills, San Juan, is veteran executive, avid rider, and mechanic Sammy Montecastro.

“We did a lot of research, we formulated a lot of very cool and very unique marketing plans, which we will pursue,” tells Montecastro.

A choice for every riding style

While other brands offer just a few models upon launch, Autohub plans to unveil a bevy of Triumph models when they open their first store in December. Triumph Philippines will have a choice for every riding style: adventure motorcycles (Tiger 800 & Tiger 1200), roadsters (Street Triple, Speed Triple, and Rocket 3), and modern classics (Bonneville T100, Bonneville T120, Thruxton, Street Twin, Street Scrambler, Speed Twin, Scrambler 1200, Bonneville Bobber, and Bonneville Speedmaster.)

Montecastro shares that Triumph is now the third biggest motorcycle manufacturer in Europe, and its entry in the Philippines completes the roster of premium motorcycle brands in this motorcycle-crazy country.

Since Triumph doesn’t just solely produce motorcycles, all their lifestyle items such as apparel, helmets, and various bike accessories will also be available at the store.

Photo by AUTOHUB.
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As with other foreign brands, particularly European ones, aftersales service and maintenance is always going to be a concern among customers. But Autohub assures that all forms of services and parts will be readily available and accessible to Triumph owners.

The best part, however, is the service will not just be offered to new and first-time Triumph owners. Autohub is aware that because the brand took a long time to come here to our shores, there have been enterprising individuals who made a way to bring in units, albeit in a not-so-legal manner. Despite this, they will all be able to have their bikes serviced at the new store.

Triumph’s entry into the Philippine market highlights the continued explosion of the two-wheeled industry. In light of the ever-worsening traffic situation, Triumph is counting on its heritage to entice more people two choose their bikes over cars for their daily commute.

While you might never have James Dean’s look, we will now be able to share his coolness by having the same motorcycle heritage. And for some, that’s more than enough. After all, we all look the same with our helmets on, don’t we?


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Cyrian Agujo
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