Background
The Triumph Stag is such a well-known, well-loved British classic that we forget how significant it was – and how unusual. It was a rare home-grown attempt to take on overseas makers at a high-stakes game: open-topped sporting luxury.
The Stag’s main target is usually said to have been the Mercedes SL, though the battle was supposed to be fought in the American market more than in the UK or Europe. The Stag had a couple of significant advantages over the Merc; it was a proper four-seater and offered an overhead-cam 3.0-litre V8 engine as standard for less than the price of the six-cylinder 280SL.
It looked good too, thanks to clever development of a styling study by Giovanni Michelotti dating back to the early 1960s. The T-bar roof anticipated the safety worries that would soon cause traditional convertibles to disappear from many American makers’ line-ups in the 1970s. Unlike many previous British sports cars, the specification was tempting, with the options of automatic transmission, hard and/or soft tops and even air conditioning, while power steering, brakes and electric windows were standard.
In the end, the Stag never hit the sales targets its creators hoped for, either in the USA or at home, yet it found a new and much happier role as a classic. Once people understood and remedied the engine’s tendency to overheat, and once it was no longer expected to endure daily use like a new car, the Stag earned a huge following.
The Triumph Stag has sizeable club and owner support and there are many specialists who help keep these beauties on the road. It is believed that there are still around 8,500 Stags in the wild in the UK, that’s almost half the 17,819 ever registered for our roads.







