The legendary British motorcycle manufacturer Triumph has seen its annual profits all but evaporate, plummeting by 97% in the face of a perfect storm of international trade tensions and squeezed household budgets.
A Staggering Drop in Performance
Newly filed accounts reveal the stark financial reality for the Derbyshire-headquartered firm. For the year ending 30 June 2025, Triumph posted a pre-tax profit of just £2.2 million. This represents a dramatic fall from the £72.6 million it achieved in the previous financial year.
Global turnover also declined, dropping from £692.8 million to £653.1 million. The sales dip was felt across all major markets. In the UK, revenue fell from £87 million to £83.7 million, while in the rest of Europe it decreased from £304.4 million to £285.5 million. Sales in the rest of the world slipped from £301.3 million to £283.8 million.
The Dual Headwinds: Tariffs and Consumer Caution
In a statement signed off by the board, the company pointed to two primary and interconnected challenges. Firstly, international trade has become more complex and costly, specifically citing the impact of tariffs, a clear reference to policies enacted by former US President Donald Trump. These tariffs have exacerbated foreign exchange volatility.
Secondly, the global cost-of-living crisis is putting intense pressure on consumer disposable income. The board stated that “price is king to buyers now,” with customers increasingly opting for motorcycles where cost is a more prominent factor, despite Triumph offering its broadest ever model range.
Resilience Amid Record Sales Volume
Despite the severe financial headwinds, the company highlighted a significant silver lining. Triumph achieved its second-highest motorcycle sales volume ever during the period. This indicates strong brand loyalty and product demand.
However, the revenue generated from these record sales was down, reflecting the intensely price-competitive market and a strengthening sterling. The company also noted that competitors have been aggressively promoting products to correct inventory oversupply.
The business, which traces its roots back to 1902 and was revived in the 1980s by billionaire John Bloor, remains a cornerstone of British manufacturing. Bloor, who also founded Bloor Homes, has steered the iconic marque through difficult periods before. The company's response to managing these “extremely challenging” conditions will be crucial for its road to recovery.
