Triumph Opens New Dealership in Alcobendas with Over 250 Guests
The new Triumph Madrid Norte headquarters, backed by Vian Automobile, aims to be a meeting point for motorcycle enthusiasts in the northern part of the capital.
By Carlos Ruiz de la Fuente
••3 min read
IA
Generic image of the facade of a Triumph motorcycle dealership on the outskirts of Madrid.
The new official Triumph Madrid Norte dealership opened its doors in Alcobendas with an event that gathered more than 250 guests, reinforcing the British brand's presence in the Community of Madrid.
Triumph Madrid Norte celebrated its inauguration party last Thursday, June 4th, bringing together over 250 attendees, including customers, enthusiasts, specialized press, authorities, and executives from Vian Automobile and the British brand itself. The new headquarters, located at Carretera de Fuencarral, 14, in Alcobendas, next to the A-1, is presented as a strategic point for the northern Madrid audience.
The facilities span nearly 1,000 square meters across two floors, dedicated to new motorcycle sales, after-sales service, spare parts, boutique, accessories, and test rides. The event, which combined an official ceremony with a more relaxed evening, aimed to reflect Triumph's positioning of offering a complete brand experience, not just motorcycle sales.
The opening of this dealership is driven by Vian Automobile, a group with 25 years of experience in vehicle distribution. Following the openings of Triumph Zaragoza and Triumph Pamplona, this Madrid center becomes the third Triumph dealership managed by the company. Juan Carlos Ruano, Commercial General Manager of Vian Automobile, highlighted the strategic importance of this new phase to continue growing with the brand.
The Triumph 2026 range was the highlight of the day, featuring models such as the Tiger, Scrambler, Bonneville, Daytona, and the imposing Rocket 3 Storm. The event offered enthusiasts the opportunity to get up close with the different models, compare styles, and resolve questions about usage and maintenance.
Borja Sekulits, new General Manager Spain for Triumph Motorcycles, emphasized the importance of strengthening the official network to provide advice, after-sales service, and a memorable experience. The new dealership in Alcobendas aims to be a meeting point for enthusiasts, leveraging its strategic location and extensive facilities.
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"For our company, the opening of Triumph Madrid Norte represents a very important step in our relationship with Triumph. After the experience in Zaragoza and Pamplona, arriving in Madrid represents a key opportunity to continue growing alongside a brand with a unique identity and a very loyal user community. Our goal is for this dealership to be a meeting point for all those who live motorcycles with the same passion with which we understand them."
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"this opening strengthens our presence in the Community of Madrid and brings the Triumph experience closer to a strategic area. For us, the official network is key to offering not only product but also advice, after-sales service, and a close relationship with each client that translates into a memorable experience."
The choice of Alcobendas responds to the concentration of population and road connections in northern Madrid. The British brand, with a defined identity ranging from classic bikes to sports and trail models, seeks to consolidate its presence in the region through this new space, which aims to convert the inauguration's excitement into continuous activity.
