So BMW is considering expanding its reach by including a fourth brand, and Rick Kranz, columnist for Automotive News, thinks he has the answer: Triumph. By playing off the retro-chic invasion started with the new MINI, Kranz maintains that there is a place for Triumph, specifically a small, rear-wheel drive ride that could continue the legacy of TRs and Spitfires from the past.
Using the existing platform that underpins the 1-series and selling Triumph at the scores of MINI dealers seems entirely plausible. BMW's got the technology and incorporating Triumph into the MINI's network could ensure dealer profitability into the future. Plus, BMW already owns the name. Either a Spitfire or TR revival could slot in nicely between the MINI and the Z4, but the only rub is that exact niche is where the new 128i and 135i plans to do battle. Expansion is one thing, but brand cannibalization is another – something that's not addressed in Kranz's column.
[Source: Automotive News, sub. req'd]
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Reader Comments (Page 1 of 2)
Mr. Oak @ Sep 27th 2007 4:34PM
Why would BMW want anything to do with the name Spitfire? After all, the Triumph Spitfire was named after the WWII fighter plane. Wonder how many BMW made/powered planes were shot down by the Spitfire in WWII.
This is a mad mad world we live in.
Matt @ Sep 27th 2007 5:24PM
Just because the original Triumph used the Spitfire name doesn't mean the BMW-based Triumph would. After all, the folks at BMW probably realize the sensitivity issue, and would instead use another Triumph nameplate like TR or GT, which wouldn't offend anyone and would be recognizable in most markets. However, perhaps the best Triumph model name for U.S. consumers... Dolomite! Now, that's fly.
Dinger @ Sep 27th 2007 6:13PM
Why? Because in the markets it was sold in it still has a decent recognition and they aren't holding a grudge over the fact that BMW powered planes were shot down by planes named "spitfire" over 60 years ago in a war that the Germans started in the first place.
How petty do you think the Germans are?
Alex @ Sep 27th 2007 9:11PM
i hear Mitsubishi is coming out with a small rear-wheeled car. they plan on calling it the Zero.
/sorry, i had to.
rmc @ Sep 28th 2007 10:59AM
Not too much
YouFaceTheTick @ Sep 27th 2007 4:35PM
Needn't touch the 1 series, save for on the high-end. Make it the less luxury-laden car. Start with Cooper S' turbo engine and stripped for about 19k. Move to BMW's lower end 4 cylinder turbo for about 23k on the next level. Avoid offering highly luxurious features like Xenon, comfort access, navi. Top out at around 28-29k so as not to step on the 128.
It won't really touch the Mini either as it'll be RWD and a two-seater. Essentially, it'll offer young adults and even the Scion crowd something to go after - fun, sporty, basic. It'd go head to head with the likes of the MX-5 and Solstice though.
I'd consider a BMW-engineered Triumph over anything else in the sub-30k range. But then again I've owned Bimmers and currently have a Mini.
2004m3driver @ Sep 27th 2007 4:41PM
I wonder does this Triumph have anything to do with my Triumph motorcycle?
Cam @ Sep 27th 2007 4:48PM
It's one and the same.
BMW is part of the trademark sharing alliance with Triumph Motorcycles Ltd, as long as BMW don't do motorcycles with the Triumph name then all's fine
2004m3driver @ Sep 27th 2007 6:53PM
wow so I ended up buying two BMWs ugh
DCMotorer @ Sep 27th 2007 4:46PM
Since most 1 Series will sell in the +$30k range, a two seat RWD Miata-esque coupe/roadster would fit nicely between the FWD MINI and the 1. I think it would be a great idea, especially if BMW does as good of a job marketing Triumph as they have done with MINI.
Yago Bal @ Sep 27th 2007 4:47PM
BMW owns the Triumph name?
What was told at the time was that the whole inheritance of British Leyland went with MG Rover Group to the Phoenix Consortium and, later, to Nanjing Automobile Group.
...including names like Triumph, Austin-Healey, Morris, Riley, Vanden Plas, etc., etc., etc..
(Mini stayed with BMW but, on the other hand, Mini never was a brand.)
Yago Bal @ Sep 27th 2007 5:32PM
I correct myself: Riley and Triumph were retained by BMW, along with Mini.
olddavid @ Sep 27th 2007 4:56PM
I'm sorry, but I guess I'm just stupid. What "fourth brand"? BMW and Mini- what else?
Mondo @ Sep 27th 2007 4:59PM
Rolls-Royce is the third, Triumph a "possible" fourth.
Bob @ Sep 27th 2007 5:00PM
I would love to see a retro TR3 come to life. One of my favorite late 50's 2 seaters!
Peter @ Sep 27th 2007 5:20PM
This is OLD speculation dating back to Jan. of '05. Tim Suddard of Grassroots Motorsports Magazine had a thread on it. I bet this thread: http://grassrootsmotorsports.com/board/viewtopic.php?id=7584 sparked Kranz's column.
Jeff @ Sep 27th 2007 5:20PM
A friend of my dad's has an old TR6, and it's a pretty neat car. I'm not the biggest BMW fan, but I'll admit, if anyone could do a retro Triumph right, it would probably be BMW, simply because they have the cash.
SPG @ Sep 27th 2007 5:23PM
I love this idea.
Honestly, I think it's going to be awesome if it's made.
Gardiner Westbound @ Sep 27th 2007 5:39PM
I would line-up to buy retro TR3-A.
http://www.seriouswheels.com/1960-1969/1961-Triumph-TR3A-Red.htm
Jared @ Sep 27th 2007 5:43PM
I would love to see BMW create new Triumph cars. I am a huge fan of the new MINI and I trust that they would make a great little roadster.