Triumph Purchases Electric Moto-Manufacturer OSET

[advrider]

Triumph is going electric, and we’ve known that for months now, with regular updates on the TE1 project. But, there’s another side project going on now: Triumph has announced it’s purchased electric motorcycle manufacturer OSET.

Huge news? It depends on your perspective. OSET isn’t out there making high-performance machines like Zero or Lightning or Energica. OSET makes light-duty electric trailbikes, not quite ebikes but also not quite a full-sized motorcycle. And it makes a lot of them; according to the company’s press release, it’s sold more than 40,000 machines based on its powertrains. Founded in 2004, OSET’s bikes have gone from a garage project to round-the-world sales numbers.

That makes OSET an actual serious long-term electric motorcycle manufacturer, which is pretty rare. While we’ve seen quite a few startups in the past half-decade, they’re merely replacements for the electric motorcycle makers of the first half of the 2010s, many of whom have gone bust. Will the current crop do the same? Given the increased government push towards electrification and the growth in the technology, not to mention growing public acceptance of EVs and ricing gas prices, it seems likely that ebikes are going to only grow in popularity.

That’s probably good news for OSET’s buyer. Triumph is pulling a clever one here. While its TE1 electric motorcycle will no doubt be a halo product, it may face issues from either the supply or demand ends of the retail equation. People might want to buy bikes that aren’t able to be built (supply chain shortages, remember?). Or, they might not to buy bikes that are already built, clogging up showrooms (unlikely, but the way the economy is headed, who knows?).

OSET hedges against both these problems by offering a product with demonstrated consumer interest and production capacity. And, it will also serve as an entry point into Triumph’s new electric identity. In other words—this could be a win-win-win.

Here’s what Triumph CEO Nick Bloor said about the move:

We are excited about the opportunity of joining forces with OSET Bikes: a dynamic brand that has been encouraging children into motorcycling for many years and have been at the forefront of developing electric trials bikes for fun and competition.

Whilst the two brands will continue working independently, Triumph and OSET will collaborate on new state-of-the-art products to inspire young riders into off-road riding, across the segments that Triumph and OSET will have a presence in, drawing on their respective strengths to build the best bikes in the world.

And from OSET founder Ian Smith:

When we built that first ‘garage’ bike for my son, Oliver, I had no idea that it would lead to this moment. We are all very excited for what the future holds for OSET as part of the Triumph family.

The OSET brand will remain as OSET and will continue to serve the trials and off-road motorcycling community. We are now better positioned to develop and innovate across our range, while enjoying the security of scale and market position Triumph can offer OSET.

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