Triumph, Sunderland Unite
T
riumph Motorcycles signed
two-time Dakar Rally Cham-
pion and FIM World Rally-Raid
Champion Sam Sunderland as
an official brand ambassador to
help develop and facilitate new
adventure and off-road projects.
Following Sunderland's retire
-
ment from competitive racing in
July 2024, the British Red Bull
athlete has begun working with
both Red Bull and Triumph to ex-
plore opportunities for his next
adventure, which will build on his
experience in the Dakar Rally.
Sunderland said, "This collab-
oration with Triumph marks an
exciting next step in my career,
and I'm looking forward to being
a part of this British team, which,
alongside Red Bull, is ready to
take on new challenges with me.
I can't wait to get started."
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 mo
-
tocross and enduro markets for
the first time. The opportunity
to work with Dakar winner Sam
Sunderland on a new adven-
ture is very exciting, and we're
delighted to welcome Sam to the
Triumph family."
Triumph Motorcycles has
made significant investments in
the off-road market, successfully
launching into the 250cc moto
-
cross market with the TF 250-X
and TF 450-RC Edition.
Triumph is also going rac-
ing in 2025 with a new enduro
model, under the leadership of
team manager and former world
champion Paul Edmondson.
Triumph's Tiger 900 and Tiger
1200 lines were both updated in
2024, with extra rider-focused
technology, increased rider com
-
fort and engine refinements.
All this begs the question: Is
Triumph planning to dive into
rally racing?
CN
VOLUME ISSUE FEBRUARY , P55
Triumph Motorcycles signed two-
time Dakar Rally Champion and FIM
World Rally-Raid Champion Sam
Sunderland as an official brand
ambassador. Is a Triumph rally
motorcycle just around the corner?
