Triumph has just dropped a bomb in the Indian motorcycle market. The all-new Thruxton 400 has launched at ₹2.74 lakh (ex-showroom)—a price nobody saw coming. Most expected it to be well over ₹3 lakh, but Triumph’s aggressive pricing strategy has brought this retro-modern cafe racer within reach of many enthusiasts.
In the weeks leading up to the launch, analysts and bike experts were buzzing with price predictions. Many guessed a price range of anywhere between ₹2.9 lakh and ₹3.2 lakh, based on the Speed 400’s pricing plus a cafe racer premium.
When ₹2.74 lakh was announced on August 6, it outshone optimistic guesses. Officially billed as the “most affordable Triumph cafe racer ever,” this pricing instantly reshuffled the competitive landscape.
Triumph’s Pricing Strategy
At first glance, placing the Thruxton 400 just ₹24,000 above the Speed 400 seems bold. But a closer look reveals method in this pricing madness. Triumph’s 400cc family now spans three models: the Speed 400 (₹2.50 lakh), Thruxton 400 (₹2.74 lakh), and Scrambler 400 XC (₹2.94 lakh). By carving out a distinct slot for the Thruxton, Triumph offers a progression of style and performance at incremental price points.
Built alongside other 400cc siblings at Triumph’s Chakan plant in partnership with Bajaj Auto, the Thruxton benefits from cost-efficient manufacturing. This allows Triumph to maintain its premium build quality without passing heavy costs onto buyers. Triumph aims to sell over 60,000 bikes globally from its 400cc platform. Accessible pricing in a high-growth market like India is key to hitting those targets.
“Triumph has struck a sweet spot between heritage styling and modern tech, all at a surprising price point,” says Arjun Rao, Editor at Autocar India. “This could redefine premium small-capacity motorcycles in India.”
In the sub-₹3 lakh cafe racer niche, there really isn’t a direct competitor. By being first with a truly “modern classic” offering at this price, Triumph grabs the spotlight.
Community Reactions
The biking world didn’t stay quiet. Reactions flew in across forums, groups, and social media.
“Never saw this coming—₹2.74 lakh for a proper cafe racer? Count me in!”— @BikerJain
Seasoned riders praised the 42 bhp output—2 bhp more than the Speed 400—and the classic Thruxton stance, while questioning the lack of smartphone connectivity. Meanwhile, local biking clubs in Mumbai and Bangalore have already started organising group rides to test-ride events.
Triumph’s decision to price the Thruxton 400 at ₹2.74 lakh is more than a promotional stunt—it’s a calculated move to capture new riders and cement its presence in India’s premium motorcycle arena.
Before the Thruxton 400, premium small-capacity riders often settled for roadsters or scramblers. Now, a genuine cafe racer option sits comfortably between the Speed 400 and Scrambler 400 XC.
Competitors will feel the pressure. If Royal Enfield or other niche brands hope to match or beat Triumph’s new cafe racer price, they’ll need to rethink cost structures or feature lists.
