Tim Suddard has an interesting concept for a magazine feature here but not a
real project.
We can all dream, BUT-
There was much talk about a new Austin-Healey from BMW at the time they had a
CEO who was a Healey buff. He isn't there any more and that project is gone.
The first question to ask Mr. Purvis is: "Why would you introduce another
sports car into a rather small market niche that would compete with BMW's
existing sports car? Is there enough market?" Don't forget, we have Miata, the
Honda whatzit, a Toyota, the Z 4, the Boxster.
BMW doesn't have a very good record with British cars, other than the Mini.
They owned The Rover Group, including all the historic BL names: MG, Triumph,
Austin, Morris, Rover, Wolseley, etc. They tried for several years to manage
by throwing money at it, finally gave up and literally gave the company to a
group of British investors, awarding them the Rover and MG names.
The MGs designed in the 1990s and still sold overseas could have been
Federalized but were not. Almost certainly, the reason was that BMW/Rover
marketing people could not forecast enough sales volume. And that's with MG as
a nameplate, not Triumph which is still less well known no matter how much we
love it.
If you think BMW styling can come up with an acceptable new Triumph, first
check out the front of the new Rolls Royce and the back of the new 5 and 7
Series. Would you want a Triumph styled by the same gang?
Speaking of styling, why would a manufacturer invest in the development,
tooling, manufacturing and dealer network for a reproduction of a TR3? No
reflection on anyone's enthusiasm or nostalgia but when the TR3 was on sale in
dealerships, we got very tired of hearing: "It's so ugly it's cute!"
There's no market anywhere for pure, side-curtain retro cars of any marque.
The so-called "retro" PT Cruiser sells but it's just a re-styled mini-van.
Ford could not sell the latest T-Bird and Chevy is having trouble selling
their retro pickup. Yet, they have roll-up windows and modern amenities. And a
MUCH bigger enthusiast base.
A new Triumph would have to be at least as modern in performance, equipment
and appearance as a TR6 and preferably at least as modern as a TR8. It would
have to generate perhaps 20,000 (or more!) sales per year for several years to
make it an interesting project. It might have some original Triumph styling
cues but it would have to be a NEW CAR. And there is not a chance in hell that
it would sell for $20,000.
In my opinion.
Mike Cook
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