BMW Renewing Efforts To Resurrect Triumph Brand?

Is BMW looking to possibly revive the Triumph brand for another run? Rumors about such a possibility have festered for well over a decade, but if a recent report out of the United Kingdom is to be believed, The Bavarian automaker could perhaps be exploring this option once again.

Even though BMW is one of the largest German automakers in the world, the brand has had a long history in the British automotive industry. Before buying Rolls Royce in the mid 1990s, the company first purchased the Rover Group from British Aerospace in 1994 in an attempt to quickly expand its range of products, utilizing many of the marques that Rover still had in its possession.  Unfortunately BMW’s efforts at making Rover a profitable enterprise failed and it was finally forced to sell its bungled investment in March 2000.

During this chaotic time, the company kept some brands but sold other bits of Rover Group to various entities. Land Rover was first purchased by Ford before ultimately ending up in the hands of Indian automaker Tata, and MG was purchased by the Chinese.  However BMW retained and boldly relaunched MINI with a new version of the iconic MINI Cooper, and also retained the rights to both Riley and Triumph brands.

Since then rumors have persisted that BMW is perhaps preparing to formally launch the Triumph brand. But despite a decade of waiting and watching, nothing tangible and concrete has surfaced on the matter – until now. The recent discovery of a patent application by BMW in the United Kingdom could perhaps be the missing link that we have all been searching for.

The application, was filed by BMW in October of last year, allows BMW to use the Triumph badge on a vast assortment of goods including Christmas decorations, clothing,  jewelry, books, and automobiles. To date, BMW has not issued an official statement regarding the status of Triumph, but based on what is covered under this latest trademark application, it would seem that the idea of reactivating the long dormant brand has not been ruled out by BMW executives. Triumph fans should stay tuned for any further developments.

Author: Carl Malek

Carl Malek is Techshake’s resident German car fanatic and follower of all things General Motors. Carl first entered the world of automotive journalism as a freelance photographer during his freshman year of college before making the switch to automotive writing several years later. Carl developed an interest in cars at an early age, which helped him overcome the challenges of a learning disability in mathematics. In addition to writing for Techshake community, Carl also contributes to many car forums and enjoys attending automotive events in the Metro Detroit area with his family. Carl’s message for others with learning disorders is to believe in yourself, be persistent, and face all challenges head on.

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  1. Too bad then BMW didn’t kept the rights on the Austin name. The very first BMW was a Austin Seven built under licence. We could had come in full circle. 😉

  2. I’d like to Hillman and Woseley come back…

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