TRIUMPH AND SUNDERLAND TACKLE RALLY AND ADVENTURE

Two-time Dakar and FIM World Rally Raid Champion Sam Sunderland has signed on as Triumph ’ s new Brand Ambassador , with their eyes focussed on some serious Offroad and adventure projects for the iconic British marque . Recently retired following the 2024 season , the British Red Bull Racing athlete is raring to go and , although not letting the cat out of the bag yet , has hinted at the tantalising prospect of Triumph branded machines tackling more disciplines than ever , following on from what can only be described as an amazing launch into both motocross and enduro competition at the highest level and showing that the new models are everything riders were hoping for – and then some . The success achieved in their maiden seasons in motocross were staggering , although not surprising if you have been following Triumph ’ s recent track record , if you will excuse the pun . Supplying the motive power to the entire Moto2 grid and with 2024 seeing the British brand set a new record with 100,000 units sold in 2024 , up from 85,000 in 2023 which was the previous record , they have struck that sweet spot with exciting models across the board , race results and a fresh approach to dirt and adventure bikes that is paying back the bold moves taken . Triumph Motorcycles Chief Commercial Officer Paul Stroud added : “ We have seen fantastic growth in the adventure sector over the last five years with the global success of our Tigers and Scramblers , as well as our decision to launch into the Motocross and Enduro markets for the first time . The opportunity to work with Dakar winner Sam Sunderland on a new adventure is very exciting , and we ’ re delighted to welcome Sam to the Triumph family .” With Triumph scoring race wins at the AMA in