BMW applies for the right to use the famous British badge
29 February 2012

BMW has quietly applied for a European trademark for the Triumph badge that was last used on the Acclaim saloon in 1984. The application was filed by BMW on 27 October last year and published on 21 December.

The application is classed as ‘Community Trade Mark E10374627’ and is for BMW to use the laurel wreath badge on a wide range of goods. Aside from vehicles, the application covers jewellery, watches, books, leather goods, luggage, cleaning materials, textiles and even Christmas tree decorations.

When BMW bought the Rover Group from British Aerospace in 1994, it inherited a number of ‘heritage brands’, including Austin, Morris, Wolesley, Riley and Triumph. After BMW broke up and sold off Rover in 2000, it retained Riley and Triumph. The other defunct auto badges remained in the Rover portfolio.

There were strong rumours around the turn of this century that either the Triumph or Austin-Healey brand was due to be revived, initially as a cheaper, four-cylinder version of the Z4 roadster. Autocar can confirm that such a car was indeed engineered.

In the middle of the previous decade, there was another flurry of rumours that BMW’s California-based Designworks studios had proposed that the future Roadster version of the Mini should be styled and sold as a Triumph roadster. This proposal was said to have been vetoed by Mini dealers, who didn’t want to have to deal with another revived brand name.

Be that as it may, Triumph’s TR-series of cars sold in the US market in bigger numbers than MG, and BMW bosses are said to have had more confidence in Triumph as a global brand than they did in MG.

This new trademark application shows that the idea of a Triumph brand revival — including the production of a full suite of branded accessories — has not been ruled out by BMW. A range of Mini-based roadsters still seems to be the most likely outcome of any Triumph revival in the medium term.

Hilton Holloway

Join the debate


29 February 2012

I have probably owned more Triumphs than any other car over the years so its a name i would love to see back. Of course the big issue is what they stick the badge on, but i am sure there is a place for a small roadster, and quality saloon in line with the cars of the 60's and 70's.

Triumph engineers had so many good ideas which were never given enough developement, they really could have become what BMW is today.

I look forward with interest to what we see the badge on first

29 February 2012

i hope they put the Triumph badge on a suitable roadster or coupe and not an SUV or something equally undesirable.I like what BMW have achieved with Rolls but not Mini.

29 February 2012

Ooooh, yes please BMW. Forget the woeful build quality and the overheating 3.0 litre V8 engine that British Leyland cobbled together from two 1.5 units. I used to love driving my father's Dolomite Sprint and had a very soft spot for Michelotti's beautiful 2000/2500 saloon which in turn sired the stunning Stag. Not to mention the fun of the Spitfire, GT6 and TR4/5/6 (yes I have quietly forgotten the awful TR7). If BMW can capture the elan of the Triumph brand, and bring out a range of good basic sports cars (we don't need electric hoods etc) the they could be onto a winner. I wonder what a modern TR and Michelotti influenced saloon would look like?

29 February 2012

Lets hope that any new Triumph will be much more reliable than the Triumphs of yesteryear........ which I remember less than triumphantly. E

29 February 2012

Would be good to see the name back on something APPROPRIATE; certainly nothing even faintly connected with Mini (or should that be Maxi) as hinted at the bottom of the story but with BMW's recent offerings, I am not holding my breath

29 February 2012

I used to have an Acclaim (still one of the daftest car names after the 'Applause' and 'Pony'), which was surprisingly enjoyable even tough it was a Honda. Possibly in the same way that any new Triumph will likely be fun, but will be a BMW.

On the trademark issue, I'm no expert, but I'm wondering how this will play out given that there is already a separate (and very successful) Triumph motorcycle company in the UK. No doubt this was also an issue back in the 60s but I guess there must be some loophole that will allow them both to co-exist.

Would love to see a new GT6. BMW even did something similar looking with the Z4 coupe.

29 February 2012

Ahhh now things begin possibly to make sense - or am I drunk ( as a teatotaller doubtful) Think back one day here on the blogs - BMW and Saab , mmmmm now this one comes out regarding Triumph.... mind you are we talking cars or bikes LOL..

29 February 2012

[quote Flash Harry]Triumph badge on a suitable roadster [/quote]

Triumph Spitfire anyone?? Give Mazda a run for the money -- ohhhh er - yes please!

29 February 2012

I wonder how a new Triumph 2500 would do competing against the BMW 5-Series or a new TR7 (TR9?) against the Z4.

In other words, I can't see why BMW would want to do this, given that there seems little room for a new Triumph range of cars.

One thing I would like, though, is a new V8 that sounds like the old Stag V8. Yes, I know it was a cobbled-together engine that overheated and blew head gaskets (though the historic club movement has now made it reliable) but, my word, it sounds good. And, with just 145 bhp, one didn't have to go too fast to enjoy it.

We could go the whole hog and have a pretty sports car with the 3.0 V8 and a manual gearbox with a little overdrive button on top of the gearstick, giving, perhaps, seven ratios. And, can we have swivelling quarter windows back as well?

29 February 2012

Well, they made a success of the Mini brand, so there is no reason why they couldn't do it again. However like that range of cars don't expect the finished product bear any resemblance to what Triumph once was.



It's all about the twisties........


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