BMW to revive Triumph?
September 28, 2007 by Alborz Fallah
With talk of BMW adding a fourth brand, journalists are arguing about potential brands the German company can revive or acquire.
Apart from looking towards Asia, some are suggesting BMW should revive British icon Triumph. BMW already owns the Triumph brand alongside Rolls-Royce and Mini.
The Bavarian based company is no stranger to bringing back the dead, having done such a great job with Mini.
However, compared to Mini’s comeback, BMW will most likely face a more challenging task with the Triumph brand, which disappeared in 1984. Some of the British manufacturer’s best remembered cars include the 1950s TR3, 1960s TR4 and 1970s TR6.
Industry experts believe Triumph’s revival doesn’t have to be an extremely hard process, using a shortened rear-wheel-drive architecture already in use in the BMW 1 series along with a whole variety of engines available to the company, BMW can produce two-passenger roadsters and coupes.
The Triumph range can be positioned between Mini and BMW, with the cars sitting below the Z4.
Although it would have been great for BMW to revive MG or Austin Healy, Chinese manufacturers have bought the two legendary British names. In another interesting note, M.G. no longer stands for Morris Garages, with the brand’s new owners (Nanjing Automobile) deciding Modern Gentlemen is more fitting.
To read more on Triumph click here. If not Triumph, which brand should BMW bring back?
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BMW already owned MG as a part of the rover group which they owned in the early to mid 90’s. And they did a resoundingly crappy job on the MGF. The fact they did so well with reviving the Mini brand was probably a result of learning from their (significant) failings when reserecting the MG brand.
I think BMW should just make a new brand with a price/quality that is exactly where the bean counters want it, instead of reviving a brand that has no connection to the original designers.
New Triumph? When do you want my deposit BMW?
I wouldn’t put your deposit down too soon Christian.
I have read they have already looked at Volvo but due to it beeing predominantly front-wheel-drive it would make it incompatible.
BMW says “a fourth brand would have to be a perfect fit for the German car maker and its strengths”. BMW it seems is plotting luxury-world domination so what ever it may be it will have to fit in with that plan.