The Nostalgia of Forgotten Gods: Triumph (cars), UK, 1923-1984

After moving from Germany to England Siegfried Bettmann founded New Triumph in Coventry, which introduced its first motorcycle with an internal combustion engine in 1902. The company quickly became the largest motorcycle manufacturer in the UK, supplying motorcycles to the British army by 1914.

Bettmann’s ambitions extended beyond motorcycles. In 1923, Triumph produced its first cars, which were well-received but pricier than those from Morris and Austin. Triumph persevered and, in 1927, launched the Super Seven, a lightweight and reliable car that gained popularity and achieved success in competitions. Notably, Donald Healey, who later created Austin Healey, was among its drivers.

The 1927 Super Seven marked Triumph's first commercial success in the automotive world.

The 1930s were a period of reorganization for Triumph, which produced bicycles, motorcycles and cars at the time. Bettmann sold the bicycle and motorcycle divisions to focus on automobiles. Donald Healey became technical director, but new models like the Gloria, Southern Cross and Dolomite failed to meet expectations, leading to the company entering administration in 1939.

The TR2, launched in 1953, is likely Triumph's most famous car, sparking a lineage that continued until the 1980s with the TR8.

Luftwaffe bombings destroyed the Coventry factory in 1940 and after the war, Standard Motor & Co acquired Triumph. This marked the start of a new era with the 1946 Roadster, followed by the Town & Country and Mayflower sedans. In 1953, the TR2, embodying the brand's sporty essence, achieved racing success and strong sales.

Triumph collaborated with designer Giovanni Michelotti to create several models, including the Herald, which was produced from 1959 to 1971.

In the subsequent years, Triumph worked with designer Giovanni Michelotti, who created models like the Herald, Spitfire and TR4. In 1960, Triumph was acquired by Leyland Motors. The merger resulted in models like the TR7 in 1976 and the TR8 in 1979. However, the 1970s were challenging for the British auto industry. British Leyland, nationalized in 1975, eventually sold off some of its most famous brands, leading to the end of Triumph cars in 1984.

The TR8, launched in 1979, couldn’t save Triumph from the crisis facing the British car industry. The brand ceased production in 1984.