BMW should resurrect the Triumph brand, automotive columnist Rick Kranz suggests. As previously reported, BMW is still considering a fourth brand, but so far the search has turned up no solid candidates.
BMW CEO Norbert Reithofer said the new brand would have to help BMW retain its “premium business [...] not the near-premium business, nor the mass market segment” — a requirement the Triumph brand could meet.
Triumph — a brand best known for its sports cars of the 60s and 70s — is still a respected and well-known name today. What’s more, the architecture of the upcoming BMW 1-series could be an ideal platform — including powertrain configurations — for a 21st century TR6 or Spitfire .
According Kranz, whose opinion piece appeared in Automotive News Europe today, BMW could sell the Triumph brand through its Mini dealership network. Although Mini will soon introduce the Clubman and an SUV, its entire lineup will continue to be fairly similar. Selling the Triumph brand at Mini stores could ensure dealerships would have enough product diversity to help sustain profitability. Kranz says a Triumph sports car could slot above the Mini but below the BMW Z4 .
Lending more credence to a BMW-built Triumph is the fact that BMW already owns the Triumph name.
Although BMW hasn’t indicated what brands it’s considering for a fourth brand, the case for Triumph seems to make sense. It meets the requirements set out by Reithofer — including incorporating BMW’s sporty brand image — and, aside from the Z4, would place BMW in a segment it doesn’t currently occupy.
Monish K Bhatia contributed to this report.
