BMW has already considered resurrecting the Triumph badge, but promptly
shelved the idea.
2 reasons were given:
1) Even close to 20 years after the last Truimph was imported, the brand
name still is associated with poor build quality and lack of reliability
(guess that's what happens when your last hurrah is a TR7. No smart
comments, I had one, total POS).
The notion that you come out of the box running by introducing a new car
with previously well-known name wouldn't work since they would have to
overcome the perceptions associated with this name.
2) Cannibalization of Z3 sales and other models. Where would a Triumph
fit in the current BMW product line? They've got the 2 seat convertible
with the Z3 (TR6, TR3-4, Spitfire), M-Coupe (GT6), etc.
Hey, I'd like to see the name resurrected too, but in reality it's a
very slim possibility. The best hope would likely be for BMW to sell
off the name to a company that doesn't have the types of cars Triumph
was noted for building. Rover may just go away or be sold off. The
Mini will be in BMW showrooms this fall.
Regards,
Allen Patterson
(a Triumph owner lost somewhere in BMW land)
|