Triumph Motorcycles Singapore changes dealership, opens new Leng Kee Showroom

Derryn Wong
2022 Triumph Motorcycles Singapore - Didi Lifestyle - Dealership - Showroom - CarBuyer Singapore

British motorcycle brand Triumph will now be sold by Didi Lifestyle Pte Ltd in Singapore, a new venture with big backing – and big plans 

SINGAPORE – Triumph Motorcycles has officially switched its importership in Singapore, changing from previous dealer Mah Pte Ltd, to Didi Lifestyle Pte Ltd with effect from April 1, 2022. 

In conjunction with this, Triumph’s new showroom, opened by the latter, will be located at 2 Leng Kee Road. The new showroom has approximately 3,000 square feet of floor space and can display up to 20 motorcycles.

2022 Triumph Motorcycles Singapore - Didi Lifestyle - Dealership - Showroom - CarBuyer Singapore

As shown, almost Triumph’s entire range was on display, including parts and accessories, and merchandise, as well as a configuration corner.  Service and aftersale for existing Triumph bikes will be fully supported by Didi Lifestyle. It will also offer official pre-owned Triumph motorcycles.

Shown for the first time at the new showroom was the Triumph Speed Triple 1200 RR, a road-biased, big-bore sportsbike with classic styling. The bike has 180hp from a 1,160cc triple cylinder engine, and features semi-active Ohlins suspension.

2022 Triumph Motorcycles Singapore - Didi Lifestyle - Dealership - Showroom - CarBuyer Singapore

The new showroom is only the first step for Triumph’s new dealer, though: It has further plans for a 40,000 square foot venue that won’t just be a showroom/dealership, but a location with a strong lifestyle-theme to attract more than just bikers. 

Familiar name, different game 

2022 Triumph Motorcycles Singapore - Didi Lifestyle - Dealership - Showroom - CarBuyer Singapore
Goh Kian Sin - Eugene Mah

Heading up Didi Lifestyle is a familiar name – Eugene Mah is the managing director of the company.

Those familiar with the motorcycle trade will know him as the ex-director of Mah Pte Ltd itself, the multi-brand motorcycle dealership founded by his father, John Mah. Despite what appears to be – a continuation of the old business under a new name – Didi Lifestyle Pte Ltd in fact marks a clean break for the younger Mah.

“I’ve got guys who don’t believe it and think that it’s a ploy for my previous company to expand…(or that) my previous employer, my dad, is backing me,” Eugene Mah quoted in an interview with The Business Times. “But there are more who tell me they think this is the right path. It’s very encouraging.” 

2022 Triumph Motorcycles Singapore - Didi Lifestyle - Dealership - Showroom - CarBuyer Singapore

The strongest proof of that is Didi Lifestyle’s big backer: The dealership is a joint venture between Eugene Mah and the Goh Brothers Group, a big name in the Malaysian automotive industry. It’s a multi-brand dealership that sells Lexus, Proton, Toyota, and Volkswagen, as well as motorcycles including Aprilia, Harley-Davidson, Moto Guzzi,and MV Agusta. Goh Brothers is itself a subsidiary of the Oriental Castle Group of Malaysia, a distributor for Indian steel giant ArcelorMittal. 

Life on and around two-wheels

2022 Triumph Motorcycles Singapore - Didi Lifestyle - Dealership - Showroom - CarBuyer Singapore

Mah first met Goh Brothers’ chairman Goh Kian Sin – a passionate motorcyclist himself – at a dealership meeting in Italy, and decided to work together in 2019. 

Goh feels that a key strength of Goh Brothers will help bolster its dealership in Singapore – the aftersales aspect, including servicing, repairs, and spares. 

But he and Mah also want to shift up the motorcycling scene in Singapore, by appealing not just to a need for speed, but the more universal need to eat, drink, and be merry. 

2022 Triumph Motorcycles Singapore - Didi Lifestyle -Preowned - CarBuyer Singapore

In Malaysia, Goh created Gasket Alley, a biking and lifestyle location in Petaling Jaya, which marries motorcycle and automobile retail and service elements with food and beverage. Goh and Mah aim to replicate that approach to create a place that people in general will want to visit, not just motorcycling fans, which is where their planned 40,000 square foot future venue comes in.

With Covid challenging the usefulness of physical showrooms versus digital ones, this sort of tack could help inject more interest into motorcycling, and expose it to a wider audience. 

“It used to be that we had to be where the customers are, but now the plan is to create a location where the customers come to you instead,” says Mah.

Subscribe to our digital and print editions from as little as S$27 a year!


Business Dealership Didi Lifestyle industry motorcycle showroom Singapore Speed Triple 1200 RR triumph

About the Author

Derryn Wong

CarBuyer's chief editor brings 15 years of experience in automotive journalism, previously being the editor of Top Gear Singapore, a presenter for CNA, contributed to The Business Times, Today, and many other publications, and also covered technology as editor of Stuff magazine. An avid motorcyclist and photographer, he is the Chief Slave of two cats. Follow him on Instagram @werryndong

Leave a Reply

Your email address will not be published.

CarBuyer – Revolutionizing The Online Car Marketplace In Singapore

Buy Used And New Cars Online
Start your car buying journey with CarBuyer as we connect you seamlessly to the industry’s best CaseTrust-SVTA accredited car dealerships. As a one stop car online portal you can now buy your new ride, be it a pre-owned car or a brand new car from trusted dealers all over Singapore, all in one place. Our ever expanding listing of quality and covet-worthy cars, new and second hand, from both owners and trusted car dealers, will leave you spoilt for choice. Refine your search by vehicle type, registration year, price, mileage, engine type, transmission, annual depreciation value and more to find the car that best suits your needs, taste and lifestyle. You can even search for your car by dealer or directly by owner.

Sell Your Car In An Instant With Confidence
We all know how selling a car in Singapore can be a daunting task especially for a first time car seller; from trying to get a valuation for your car, finding a trusted dealer, to getting the best quote on your vehicle. CarBuyer understands the hassle and even the costs involved and have as such partnered with Huawei to develop a FIRST in Southeast Asia AI car valuation tool that is able to provide a car’s resale value at the snap of a finger. Backed with a consortium of trusted CaseTrust-SVTA accredited car dealers you can be assured that you are getting the best price for your vehicle and do not have to worry about any hidden costs.

The Ultimate Car Shopping Experience Online
CarBuyer platform is the first of its kind to be backed by Huawei’s Artificial Intelligence and cloud computing, enabling it to be able to offer users transparency and enhanced security, all with the one aim of enhancing customer experience. So come on over to buy and sell used cars online at the best prices at CarBuyer Singapore. Connect easily with dealers in real-time via our online video call feature, or schedule a test drive when you’re ready. Have some questions? Get them answered instantly with our chatbot moderated by our responsive team. Stay in the loop with our car-related tips, reviews and news. Learn the ins-and-outs of your car, as well as global and Singapore’s car updates at your own pace.