As the recipient of the 2025 Akeneo Global Award, Triumph Motorcycles revolutionized its global expansion strategy by implementing a composable technology stack with Akeneo PIM at its core.
Not only have we achieved record sales levels, but we've done it without the influx of web-related issues we've always had.
First established in 1902, Triumph Motorcycles celebrated 120 years of motorcycle manufacture in 2022. For more than three decades, Triumph Motorcycles has been based in Hinckley, Leicestershire, and has produced iconic bikes that perfectly blend authentic design, character, charisma, and performance. With a laser-sharp focus on what riders across the world are looking for, a passion to deliver the perfect ride for every customer, and attention to detail that delivers the highest quality motorcycles, Triumph offers a growing range of category-leading motorcycles spanning Modern Classics, Roadsters and Adventure bikes. From the accessible Speed 400cc TR series to the Rocket 3 Storm with its record-breaking 2500cc engine, every model exemplifies Triumph’s iconic style, quality, and performance.
We’re very excited to announce that Triumph Motorcycles has been awarded the 2025 PXM Champion Global Award for their remarkable success in navigating the complexities of international market growth. This accolade recognizes Triumph’s strategic transition to a composable technology stack, anchored by a robust Product Information Management (PIM) system, enabling them to efficiently manage and tailor their product offerings across diverse global markets.
In collaboration with digital agency Kruso, Triumph embraced a modern, composable architecture with Akeneo PIM as its core, demonstrating exceptional agility and adaptability, crucial for success in today’s dynamic global landscape. Their strategic vision, combined with the effective implementation of a governance model that ensures proper access control throughout the product enrichment lifecycle, has been pivotal in achieving their ambitious expansion goals.
Triumph Motorcycles faced significant challenges in managing its expanding global operations with a legacy technology infrastructure. Prior to adopting a composable approach, the company struggled with inconsistent product data, slow time-to-market for new releases, and difficulty tailoring product information to meet diverse local requirements.
The existing systems, based on monolithic architecture principles, lacked the flexibility and scalability needed to support rapid expansion and the increasing complexity of their product portfolio. Managing product introductions, enhancements, and localizations across multiple markets proved to be a cumbersome and time-consuming process.
Triumph’s modernization and expansion plans were challenged by inconsistent product information across markets and a lack of centralized integrations and workflows toward its extensive dealer network. The need to manage diverse local requirements, including language, regulatory compliance, and market-specific product variations, presented a significant hurdle.
Lastly, the lack of a centralized, efficient system for managing product data led to inconsistencies and errors, impacting the customer experience and hindering growth. The limitations of its legacy system ultimately impeded its ability to capitalize on global market opportunities and expand into new territories effectively.
Triumph Motorcycles recognized the need for a transformative solution and embarked on a strategic transition to a composable technology stack, with Akeneo PIM as its foundational layer. This pivotal decision, in collaboration with partners like Commercetools and Cloudinary, enabled Triumph to streamline its product data management, enhance operational efficiency, and accelerate its global expansion.
By leveraging Akeneo, Triumph gained the ability to efficiently manage product introductions, enhancements, and localizations, supporting a tailored approach in each market by providing a centralized hub for clean, enriched product data.
But creating that centralized hub isn’t as easy as waving a magic wand. Triumph’s governance model, implemented within Akeneo, ensured proper access control throughout the product enrichment lifecycle, addressing its previous challenges with data integrity.
Notably, within the past year, Triumph successfully expanded its operations into three additional countries, a testament to the effectiveness of their new approach. This expansion was made possible by the ability to quickly and accurately adapt product information to meet the specific needs of each new market, showcasing the power of a PIM-centric, composable architecture.
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