[TR] "Automotive News" column re BMW-Triumph

[Blake J. Discher]

FYI

BMW should revive Triumph
Rick Kranz 

Automotive News Europe | September 27, 2007 -- 16:08 CET


With rumblings about BMW AG adding a fourth brand, what better brand than
Triumph?

In fact, how about a 21st century Triumph Spitfire or TR4?

BMW said today (Sept. 27) that it is considering another brand. BMW CEO
Norbert Reithofer revealed this during a press conference to discuss the
company's 10-year strategy.

The carmaker's current brands are Rolls-Royce, BMW and Mini. 

I can think of four reasons why BMW should resurrect the Triumph brand and
sell those cars in Mini showrooms:

-- While the Triumph brand disappeared in 1984, it is still a well-respected
name with loads of cache. The brand produced a wide range of British
classics: the 1950s TR3, 1960s TR4 and 1970s TR6. Ditto for the '60s
Spitfires. 

Those beautifully styled two-passenger roadsters and coupes still turn
heads, and one of those models could be the inspiration for a 21st century
Triumph model.

-- There's no need to re-invent the wheel. The rear-drive vehicle
architecture already exists -- it is hidden under the popular, well-received
BMW 1 series. Of course, a slight shortening of the wheelbase would be
needed. As for engines, just look under the hood of the 1 series.

-- Mini dealers need more models. Today, the Mini line is limited to a
front-drive, three-door hatchback and a convertible. The wagon-like Clubman
goes on sale in Europe next month; U.S. sales begin early next year. Mini
will add a crossover, Reithofer said today. Plus, there is talk about a
four-door sedan, maybe a pickup, both are years off at best. 

The bottom line: Mini's model line will be limited to several flavors of the
same model. Mini dealers need a second brand to insure their profitability
in the coming decades.

-- The original Triumph Spitfire was not as premium as say the Austin Healy
3000 in the '60s, but it was several steps above the little MG Midget.
Throughout its life it remained an affordable, fun-to-drive sports car. When
it comes to price, a new Spitfire could be positioned somewhere above the
Mini and below the BMW Z4. So could a TR. 

While such iconic British names as MG and Austin Healy are now the property
of the Chinese, guess who owns "Triumph"? BMW.

The German automaker has done an excellent job with Mini. That car has
received a long list of accolades worldwide.

Herr Reithofer: Do the same magic for Triumph!

You may e-mail Rick Kranz at rkranz at crain.com