Revving up

Hargrave, Sean
November 2004
New Media Age;11/4/2004, p24
Trade Publication
This article examines the changes made by Triumph motorcycle company to its Web site in an effort to appeal to a younger, modern audience. Triumph is the only major British manufacturer still going, despite former bankruptcy worries, fierce Japanese and U.S. competition, and a potentially devastating factory fire. Like any brand with a long history, Triumph has realized that it needs to build on its heritage, rather than rely on it. So it has recently acted on the findings of an 18-month brand re-evaluation that it hopes will double sales within five years. While acknowledging its history, the brand claims now to be focusing on making itself relevant to a younger, modern audience. Hence its British site was relaunched in September 2004 and a print advertising campaign is underway to drive home the new brand message of Go Your Own Way. The British site is to be the template for Triumph's Web presence across the globe, providing the consistent brand message around which teams in each country can tailor content. By the end of November 2004, the manufacturer is claiming, the new brand image will be present on all its sites, showing online motorcycle enthusiasts around the world the main attributes of owning a Triumph.


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