Triumph Thunderbird
Pictures: Jason Critchell, Paul Bryant
Triumph has the entry level end of the cruiser market effectively covered with the Bonneville America and Speedmaster both models are doing well in the important US market and sell strongly elsewhere in the world too. They score on two counts: one is their easy riding manageability which gives them strong appeal to relative novices, the second is their combination of cruiser styling with a very specific Triumph character, and thats not just the parallel twin engine, but the sixties British twin look morphed into modern cruiser.
Click on image for galleryIts important to note these reasons for the smaller twins success because Triumph is hoping very much that owners of these will want to move up not to a Harley-Davidson but the new Thunderbird, and it will need to offer as much appeal if its going to work in the same way. The monster 2.3 litre Rocket Three hasnt done as well as Triumph had hoped, mostly it seems because bigger isnt necessarily better after all in America: cruisers do best in the 1.4 to 1.8 litre range, and really, only two cylinders will do. But could it also be that the Rocket Three, defining three-cylinder engine and sheer size aside, actually is rather bland looking as cruisers go?
Triumph has readily admitted that it is targeting Harley-Davidson with the Thunderbird, and that it commissioned Californian designer Tim Prentice to produce a bike aimed specifically at the American bikes. He came up with the Thunderbirds styling, while the engine capacity is right there with the Milwaukee machines, 1597cc against the Harley twins 1584cc, while everything else about the bike is generic cruiser, from the raked-out forks to the teardrop tank to the long, low stance.
Triumph though has broken with cruiser tradition for the engine, using the classic British parallel twin layout where just about every other cruiser, and certainly every Harley, uses a V-twin. Triumph reckons it can get away with this because the British brand is still well thought of in the States as well as being identified by the parallel twin, and its probably right. The question is, even with a different motor, does the bike offer enough else to tempt Harley regulars, which after all is the only way it will sell in big numbers?
Im not entirely convinced, and thats despite the Thunderbird being superior to a Harley in just about every way you can measure. The engine for example does all youd want from a cruiser, in terms of feel as well as power and torque. Its a low, low revving unit producing a muscular 108lb.ft (146Nm) of torque at a mere 2,750rpm, and a sufficient 85bhp (86PS, 63kW) at less than 5,000rpm. The crankpins are staggered 90 degrees apart to produce uneven, V-twin-like firing intervals, so when you crack open the throttle the motor thumps lumpily and the bike lunges forward with satisfying urge. Vibration is tactile low frequency rather than annoying tingles, although spin the engine beyond 5000rpm (not that you normally would) and it does become harsh, while the fuelling is perfect, smooth yet immediate and utterly predictable. It even manages to use less fuel than most other cruisers, according to Triumph (and Ive always found the companys claims in this respect perfectly honest and accurate), improving on a typical Harley by some 25 per cent with 54mpg (5.2 l/100km, 45mpg US) in mixed riding and 44mpg (6.4 l/100km, 37mpg US) at a steady 75mph (120kph).
The transmission is unobtrusive with reliable gear selection and the first belt drive on a Triumph for 85 years... as Triumph product manager Simon Warburton said, they couldnt find the original engineer to call on his experience. But then the inverted-tooth, Kevlar-reinforced modern belt is vastly superior to a vintage version, quiet, clean and efficient and requiring very little maintenance. And it wont slip in the wet.
Triumph has put a lot of effort into the chassis, determined to endow the Thunderbird with superior handling to a Harley, so it has a stiffer frame and better suspension. In particular, the steering at low speed is very impressive: most cruisers with their forks raked out at something like the Triumphs 32 degrees tend to drop in to corners, and stand up if you brake while leaning, but the Thunderbird does neither, remaining neutral and as a consequence, very easy to handle. Whether a hairpin bend, mini-roundabout or high speed turn, the Thunderbird sweeps round impressively demanding the minimum input from the rider. This is a very relevant superiority, not in terms of agility but giving the bike a natural, undemanding feel.
The brakes do the job unobtrusively, asking for high pressures for hard stopping but responding well and proportionally, while the optional ABS is smooth and works effectively, certainly better than earlier Triumph attempts which could badly upset the chassis on bumpy surfaces.
This despite the suspension being soft, inevitable as low speed comfort is the primary aim. Bumps at speed have the bike bouncing around, but still the damping does a good job of controlling the wheels and providing the best ride quality in the class. Add this to the comfortable riding position, which is upright and spacious while avoiding the ergonomic extremes of many cruisers, along with the generous 4.8 gallon (22 litres, 5.8 gallons US) fuel tank, and you have a genuinely useful motorcycle as a well as a cruiser, a too-rare combination.
You really can go places on this bike, and theres no shortage of accessories to turn it into exactly the machine youre after, with various luggage and screen options for touring as well as an array of shiny bits: you could spend up to £7,000 on extras if you felt the need.
The finish quality is far more consistent than a Harleys too. While the American bikes mix some of the very best finish with some unforgivably awful detailing, such as hose clips fixing exhausts or bolts and silencers which start rusting from the crate, Triumphs corrosion resistance is regularly good and the Thunderbirds attention to detail is impressive. The styling is well balanced and nicely themed too: note the way the final drive cover on the engine is angled to match the slash at the end of the silencer for example.
So why do I have reservations? Well, these are not so much to do with the UK market where I think the Thunderbirds dynamic qualities along with its provenance will help it succeed in the cruiser market. It really is a great bike to ride, especially as it addresses what cruiser riders like in particular by feeling and sounding good, while having better range and rust resistance than a Harley really matter here in Britain. The price is usefully lower too. I just feel that the styling is too generic. Despite the trademark Triumph engine the bike could be any cruiser from any factory, except Harley itself. Harley-Davidsons cruisers each have very particular characters beyond merely being cruisers, such as the California custom Rocker C, the Fifties Road King and ironically the Euro-custom-inspired Dyna Fat Bob. As a result, the Thunderbird lacks the presence or character of a Harley, and that does matter, more than any superiority in the handling or performance angles.
I suspect American Harley owners will see the Thunderbird, nod in appreciation at the badge and find it pleasing to look at, but find nothing to really grab their attention and persuade them to forego the home team. Still, this is just the first of many for Triumph if Harley can make 20-30 bikes using the same motor then Triumph has plenty of scope yet to add individuality with niche versions. And for the British rider, all this matters less anyway: this is a British cruiser with values that are more important to us. The cruiser sector is smaller here but Triumph will grab a useful slice of it with the Thunderbird.
Price: £9,499 (ABS: add £600. Two-tone paint: add £300)
Available: June 2009
Contact: Triumph Motorcycles Ltd, 01455 251700, www.triumph.co.uk
Yet another comprehensive and thoughtful insight by Kev here. I've now read it twice as this is a bike I'm particularly interested in and I must say that Kev's conclusions are not surprising ref the styling.
Having said that I do like the looks and the fact that the seating position and tank range do, as Kev points out, make it a genuinely useful bike and not just a cruiser show how Triumph's thinking has, I feel, been spot on with this bike.
Whether this will be enough to boost sales in the fickle American cruiser market remains to be seen however I do hope that it works for Triumph as projects such as this help to finance other exciting bikes and will doubtless assist Triumph's future strategy a great deal.
I get the feeling that because Triumph has taken one risk here in using a non V-twin engine they've overcompensated in making the rest of the bike as conservative as possible, and that's translated as lacking styling character. Yet it's still good to look at, nicely balanced and well finished, for me there's just nothing that makes me think, I must have that bike above any others, or more specifically, a Harley.
Having said that Triumph's accessories come in themed groups so you can turn the Thunderbird into an M1800R Intruder-type techno cruiser, a Road King-style tourer and so on, so you could certainly add that character yourself. It would cost of course but the prices are very reasonable compared with Harley's. There's a big bore kit for example which is around £500, something like half the equivalent Harley Screamin' Eagle kit. I'll report on that later but I have tried it already and it's impressive.
The thing is, as Kevin has touched upon in the past, Harley riders (especially so here in the States) are not that interested in whether a bike performs superior to their HD bike. For years Moto Guzzi has been making very attractive cruisers that handle far better, run much faster, and so on; yet, they haven't managed to steal many HD riders away. It's all in the brand and because of that, I just don't think Triumph is going to steal many Harley riders away at all - these folks are interested in Harleys and appreciate these bikes often because they have HD on the tank and also because they manage to distinguish themselves stylistically from the much more bland metric cruisers flooding the market. For many of the same reasons that HD drivers buy HD, Triumph drivers buy Triumphs; that is, they buy them precisely because they are not HD bikes. All of the Triumph riders I know here in the States wouldn't dare be caught on a HD, this even for the more "cruiserish" America owners - they don't want a HDesque bike. They want a bike that is distinctly Triumph.
I'm obviously no marketing guru and who am I to criticize a company that has made MANY smart moves in the last years, but I really think they are kind of missing the boat on this. Like Kevin, I don't think the bike looks bad at all, but I just think the Thunderbird looks too much like some other bikes, especially metric cruisers - some of which I find very attractive actually. Again, I obviously can't speak for everyone or the States in general, but it seems like more folks here are clamoring for a bigger Bonnie or Scrambler or a more distinctive cruiser than the Thunderbird appears to be. Who knows, however. I wouldn't have thought the America would do as well as it has done in the States, so we'll see.
The Bonnie America does pretty well for Triumph in the US (surprised me too!), in particular as an entry level bike, so maybe the Thunderbird will confound us and do well by picking up America owners who want to move up to something bigger. The Rocket Three is just too big and too different for them as a next step, which meant to date they've had no choice but to go metric (I do like that term!) or transfer allegiance to Harley when they're upgrading.
But maybe the Triumph badge will do it after all - this is a real wait-and-see one!
It's great to have some real discussion on here again and about something where we can all only speculate!
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I guess that considering the size of the market in the USA then Triumph only have to get a small percentage to convert or try it and it will have all been financially worthwhile.
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I used to live in the States a number of years ago and even then there were "metric" cruisers being sold and bearing in mind where they originate from, then perhaps the Triumph does stand an even better chance of selling. I mean that, with all due respect, there was a fairly strong proportion of people in America who were of the 'Jap Crap' school of thought. I do not mean that to be offensive, so hope it does not come over that way, there was also a fairly significant number of people over here at that time who thought the same thing. I do believe that HD is partly so popular in it's home market because it is American made and as a nation that (admirably) carries a whole lot more imortance generally than domestic loyalty does over here in Europe. The Triumph, whilst not being American may be more accepted by some than an oriental marque.
A couple of American friends recently commented they feel like the British are the only people left on their side these days... There's that aspect, plus the not being Jap crap thing, and with roots dating back to WW2, the Hell's Angels only allowed their members to ride Harleys or Triumphs. Not sure if that's the case these days and it's hardly going to affect sales directly, but it is indicative of an underlying attitude that is helpful to Triumph.
So many factors pushing this way and that, it's going to be interesting to see how it pans out. But whoever buys one, you'll assume they like the look and are happy with the heritage and all that, in which case they'll be delighted with the bike as it really is good to ride, even if you're coming from something more conventional. And that's not in outright performance terms (although it is better than a Harley in this) but in how it feels, which is important (lovely thumping, low revving motor) and how it steers, which is exceptionally easy and natural.
I agree to what both Shuggie and Kev say. And when I think about it, I do think Triumph stands a good chance with the T-Bird of picking up some sales from metric riders looking for a bike with a little more prestige and character.
Kevin, if I can pose a question from another angle. You say that there is nothing in the Triumph that really would make those leaning towards a Harley jump in their directon. I would thus ask is there anything in it that would drastically turn those who be more 'on the fence' on the image thing, to not buy it and chose a Harley, other than the intangible?
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I'll be honest and I do actually quite like Harley's but in light of the fact that there are so many about, all striving to be individual but many ending up looking really so very similar, that I would actually consider the Triumph bacause it isn't one!
That's the Lexus thing, or it was in the earlier days of the marque - they were attracting people who didn't want an AudiBMWMercedes rather than those who actively wanted a Lexus. It's one thing that might work for Triumph, especially if they go on to build on it as Lexus has done.
As such, there's nothing to turn people off who are wavering, indeed as I've said, it's a better ride in many respects, just as a Lexus was a better executive saloon car in many respects, and the Triumph is more practical too for several reasons. So they'll be happy enough.
I'm a Harley fan myself, and that's largely because I think Harley delivers where it counts, not just in the style for looking good, but for what the style represents in different models: Harleys aren't just custom bikes, they're slices of Harley history, or if not they're based on specific genres within the cruiser world. Of the near-30 big Harley air-cooled cruisers, hardly any are simply generic custom bikes, they don't see this sector as a single type but an umbrella for many different types. The Triumph though is a generic custom so in this respect it's not really competing with Harley as the designers intended.
But getting back to your question, dynamically and in terms of feel (which is very important here) the Triumph has nothing at all which would put off a floating voter.
Kev. How far forward are the pegs? Is it all day comfy or just for posing? I wouldn't mind testing one when they come out.
Yup, it's tucked away in there somewhere, stuff about the riding position being comfortable and not having the extreme ergonomics of many cruisers. I was fine on it, we spent a lot of hours in the saddle and it's all-day comfortable in fact. The footrests aren't too far forward and the bars aren't too high or wide, I'd certainly have no worries about going a long distance on one. The decent suspension helps in this respect too. Note there's a touring seat option if the stock one isn't plush enough, although I think this is aimed more at improving the lot of pillions, and there are other touring accessories like screen and even running boards if you want. Definitely worth at least a test ride.
Don't wanna turn this into a HD thread, but I personally have really come a long, long way in my opinion of Harleys in the last several years. I used to just hate them, mainly because of the folks who seemed to ride them and incessantly wear the clothing and brand; yet, I have to admit that the modern ones are really not that bad. They turn and brake adequately and perform well. And too, though there is one on every corner here in the US, they still manage some distinction by offering a myriad of color choices and so on. And too, I must also say that their design teams know their customers and make some very attractive bikes. Though I could never greatly afford a new one, I think the Nightsters and XL1200s are some of the nicest bikes in terms of beauty on the road. Now, heh, I try and console myself that I like the HD bikes for more "high minded" (yeah right) reasons than the Joe on the street.
But anyhow, back to Triumph. I think what Kevin says about the Rocket has been really true here, folks just think of it as a kind of garish monster, but I frankly quite love it, at least the touring version anyhow. And yeah, I think many of those people on Americas want to move up but just think the Rocket is too big. Hell, many of my friends who own a 1200 or larger even think the R3 is too big; no wonder those moving up from an America haven't greatly more considered it. The T-Bird should give them that option. It's funny, heh, this forum is starting to actually change my fairly negative perception of the bike's potential success. I'm still not a huge fan of the aesthetics like I am of the Bonneville or even the America even, but just from what has been said here, I do see there is some market out there for this bike and I definitely want to see Triumph succeed. Now, if only Guzzi would stop consulting Pierre Terblanche and actually start on that Triumph business model, maybe even MG might see some success Stateside again.
It's definitely growing on me. On a brief trip to Wales yesterday i reckon 80% of the bikes i saw were cruisers. Given that the U.K market is getting older and that there is so much concentration on speed limits, i reckon you might see more than a handful of these on U.K roads.
I'll also be interested to see what Guzzi have planned regarding the proposed cruiser they have planned and word has it that there might be a new Honda Magna coming.
Interesting stuff.


Perhaps we should not be too surprised at the conclusion that has been arrived at here, where the machine may not appeal to the American market. Perhaps Triumph should have capitalised on the charm of their smaller cruisers that are succesful there beacsue of their unique styling and employed the same design team to try and capture that essence in a bigger form.
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I am sure the gentleman they used is perfectly capable but maybe getting an American to design a bike for the American market is always going to go down a certain path. Maybe not, I am just thinking about it here.
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For my part I quite like most of it. I think the engine is quite imposing in the pictures and dominates the side view of the bike. It is certainly nice to see something than just another narrow angle V, in this style of machine. Perhaps that alone shall win it friends. It looks excellent in Image 24 of the series for example.
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It is obvious that Triumph realise the huge potential of after sale bolt ons. Harley do very well indeed out of it and I think it is perhaps HD's cleverest thing of all that they manage to get people to pay over the top prices for their bikes as standard and then the vast majority go back and pay even more in bits to change it. Shrewd marketing, very shrewd indeed.