Triumph Stag
I give way, way too much thought to the relative quality of car names. Given the slow death of real names in favor of alphanumeric jumbles, I'm evidently in the minority in this--but I'm guessing Car Lust readers might be fellow connoisseurrs of fine car names.
I like to think of car names as a spectrum from terrible to wonderful. On one side of the spectrum of car names, you find the awful, the misleadingly uninspired, and the utterly meaningless. On the other side of the spectrum, you can find the clever, the compellingly grim, the fantastic, the surreal, and the comically ironic.
The Triumph Stag blows them all out of the water. Triumph Stag... I don't know that a team of PhDs could engineer a name more archetypally British, more redolent of the early-to-mid-20th-century British sensibility. Just hearing the name makes me want to do the following, in order:
A Briton friend of mine is another admirer of the Stag; whenever I bring it up, he invariably says,"Triumph Stag--now that's a proper blokey name!" Quite.
But what about the car? Did it live up to the stellar name? Well, yes and no, depending on how you define the question.
The Stag was nowhere near as fantastic a car as the name it carried; but it was nearly as prototypically British as its name, which is to say it was as quirky, flawed, and nevertheless appealing as one would expect.
In 1970, when the Stag debuted, Triumph was best-known in the United States as a maker of sports cars in the original meaning of the term--light, low-powered, agile convertible two-seaters with just enough space to hold a loved one and a picnic lunch. The TR2, TR3, TR4, TR6, Spitfire, and GT6 Coupe were all variations of this theme.
The bare facts suggest that the Stag represented a move upmarket from Triumph's history of basic, elemental sports cars. After all, the Stag featured Italian-designed styling, a luxurious four-seat cabin, a targa roof with an optional hard top, and an overhead-cam V-8. Those would normally be considered the primary ingredients for a large, powerful, luxurious 1970-era grand tourer in the mold of the Mercedes-Benz SL and the later Porsche 928 and Jaguar XJ-S.
In practice, the Stag was what sports fans know as a "tweener"--the Stag was not as powerful, fast, or luxurious as a true grand tourer, nor was it as inexpensive, light, or agile as a true sports car. It wasn't exactly slow; the V-8 pumped out 145 horsepower and pushed the Stag through the 0-60 sprint in the 9-second range. That's bog slow today and didn't exactly qualify the Stag for high-performance status when it debuted in performance-mad 1970, but when performance cratered a year or two later, the Stag's straight-line performance looked a little better by comparison.
More damning for a car with sporting aspirations, the Stag was helpless on twisty roads. Car and Driver castigated it as wallowy and imprecise, with near-terminal understeer and a complete lack of response. Its brakes were also awful--the Stag took a, well, staggering 323 feet to come to a stop from 80 mph, a dismal 60 feet longer than the much heavier Jaguar XJ sedan. That worked out to a dismal .66G braking performance, which is roughly what you'd expect from a school bus full of portly children making a panic stop on black ice.
As one would expect of a 1970s Triumph, the Stag did not distinguish itself with its reliability. Aside from the build quality issues endemic to British cars of this era, the Triumph V-8 had issues of its own. Most of those issues related to overheating and resulting in expensive repairs. Many Stag enthusiasts have taken the logical route of replacing the flawed Triumph engine with the ubiquitousbut powerful ex-Buick Rover V-8 that powered the Triumph TR8, Rover P6, and a variety of other British hero cars. It's a great idea; had the Stag come from the factory thus equipped, it might have come closer to fulfilling its potential as an Ur-XJ-S.
I haven't yet figured out if I like the Stag's looks. In a way, it looks like an awkward marriage between a TR6 and a late 1970s Datsun, and the roll-over bar is a bit gawky. I'm not sure all the pieces work together; there are awkward angles and good angles. Yet ... there's something compelling about the Stag's looks. There's a little bit of Lancia Beta there, only with more sinuous flanks. I think I like it, if only because the more I look at it, the more right it looks.
I probably wouldn't have bought a Stag new in the 1970s, but I'd drive one now, especially one that has been retrofitted with the Rover V-8. The Stag would be fairly quick in that configuration--and even without the upgrade, it would retain its weirdly stylish and unique cachet. And, above all else, it has that fantastic name. Consider people's responses when you tell them you drive a Triumph Stag--that look of awe and/or confusion would be worth the price of admission right there.
All of the images with the exception of the side image of the yellow car came from the How Stuff Works Triumph Stag page; the remaining photo came from WebRides.TV.
--Chris H.
Chuck on March 04, 2009 at 11:59 PM
The character "Peter Franks" drove a Stag in James Bond's 1971 "Diamonds Are Forever". It was that yellow/orange color like in the first photo. That's the first Stag I ever saw; I liked it except for the window frames that remain when the top is off. I never liked that feature. A convertible totally topless, dag-nabbit!
Cookie the Dog's Owner on March 05, 2009 at 03:50 AM
Thanks for a lovely write-up. I now have a mental picture of Sir Christopher Hafner, KCB, Third Earl of Whatnotwickshire and Member of Pariament for Kensingtonworthshire-Upon_Tweed West, standing by the side of the road in North Haddockbrooktonworth, the hood of his Triumph Stag pointed skyward, despairing to the heavens, "Drat! Confound this Lucas electrical system! Where are my jumper cables?"
Chris Hafner on March 05, 2009 at 08:11 AM
I may be stranded on the side of the road, but my Stag and my jaunty Ascot cap will make me the envy of all the blokes zipping by in their reliable Hondas and Vauxhalls.
John B on March 05, 2009 at 08:47 AM
During my first trip to the UK in 1975 as part of a college history course, I found myself talking with a English university student about my age while on a train.
He asked about American cars...Corvettes and Mustangs.
I asked him about English cars.
He said the Stag was "an old mans sports car"...too soft and well-equipped (he noted the power windows) to be a serous sports car.
Jason on March 05, 2009 at 08:59 AM
Unfortunately, the Stag was doomed from the start with Triumph's insistence to design their own V8 in house and not use the Rover unit, in addition to the usual BL woes at the time. As a die hard british car fan and owner, I've always thought the TR6 competed well enough with the SL anyway, and looked better anyway. The Stag does look nails though and is definitely dapper and masculine.
The name, however, does indeed rock.
David Colborne on March 05, 2009 at 09:10 AM
So, if you get a bunch of Stag enthusiasts together, does that make it a "Stag Party"?
Zane on March 05, 2009 at 09:13 AM
Triumphs are jaunty, indeed. I was hoping someone would work that into a comment.
My father owned a Triumph TR10 back in the '60s. Bought it from a guy who had tried to fix an electrical problem, thoroughly botched the job, and in rage and anger sold it for a song just to be rid of it. Dad looked it over and decided to take it home. It wouldn't run at all with hosed electricals, so he cross-wired things well enough to get it home using only the starter motor. He then called around, found a garage that would straighten out the wiring for $50, and drove it for years afterward. Just one problem -- it wouldn't start at all in Minnesota winters. So every year when the season hit, he drove the car into the far end of the garage and with mad parallel parking skillz wedged the car in sideways. That way he could get the second car in the garage at the same time.
Shawn on March 05, 2009 at 11:06 AM
Sadly, the model name Stag always evoked the lo-cost beer for me when I hear it, although I do like the car. There's a beautiful all black with blacked out trim Stag featured in the latest issue of brit mag Classic & Sports Car. It's been done over by tuner Tickford and looks downright sinister.
Anthony Cagle on March 05, 2009 at 11:20 AM
As a huge fan of the TR-6, I have to agree with Hafner:it looks. . .a bit off, but not unpleasantly so. I noticed the Lancia resemblance as well, and to me it also looks like one of those Fiat Spyders. First time I've ever heard of this thing, actually. I'd probably dig having one, with the new engine, of course.
Mochi Mochi on March 05, 2009 at 12:02 PM
I like the Stag's looks. To me it is awkward perfection. A perfect blending of the TR6 and the Beta. Oh and I'm ready for that cup of tea now. Earl Grey or Darjeeling... Darjeeling today I think. Cheers.
Alan on March 05, 2009 at 03:09 PM
25,000 Stags made, and now 30 years later 9,000 survive - that says it all.
Rover V8's pa! People are taking 'em out and putting a genuine Triumph engine in, the TV8 have an exhaust note to match the cars looks (to die for).
The Stag is still a great touring car, roomy, comfortable and quick enough for relaxed top down touring. Its most at home on England's lightly used A and B roads and ideal for continental touring.
David on March 06, 2009 at 05:42 AM
It's scarey ..."1) Buy a Triumph Stag.
2) Grow and wax a mustache. " I did just that!
Russ on March 06, 2009 at 06:19 AM
I get so fed up with the usual sniping about the Stag, usually by someone who has never owned one, or "has a friend that did" - notably from the US side of the big pond. Yes, some might say the styling is quirky with the T bar, but I think it is stunning, and probably Michelotti's finest effort - compare that to some of the abberations that have been penned in 60s and 70s in the US..... Pacer and Gremlin please step one pace forward with many others.
Yes the Stag has had some mechanical issues, especially with the engine, but those are now well and truly dealt with retrospectively to make it a true gem, and so it's no longer a bar to owning and running one. The only engine for the Stag is the Triumph one - the exhaust note is unique to the TV8 and almost musical - and is lost if re-engined with an alternative, lesser unit.
I think the people that whine about how bad Stags were should spend a month with one now - I can virtually guarantee they won't want to give the keys back!!
I love my Stag, even in it's rather striking Java Green colour - I'd wanted one for 30 years, and only regret not being able to own one sooner!
Please stop knocking a true classic - it was never meant to be a sports car, as some think, but as a sports tourer with 4 useable seats, it takes a lot of beating!!
Russell on March 06, 2009 at 07:03 AM
There is no way on earth id fit a different engine in my Stag - look after the Triumph V8 and its as good as any, and believe me, nothing sounds better!
Chris Hafner on March 06, 2009 at 08:12 AM
Welcome to the fine folks from the Stag Owners Club!
Russ on March 06, 2009 at 08:43 AM
Hi Chris
Good and brave of you to stick your head above the parapet!! I appreciate what you have said as an opinion, it may differ from mine but people often disagree with me!!
We are a bit protective about the Stag over here, and especially in the owners club - the Stag was always a bit of an underdog, and we Brits love a hard luck story!! We also kind of blame the US for putting the nails in the coffin for Stag production, as it was intended mainly to appeal to the US market - but rightly or wrongly you couldn't put up with what was an appalling reliability record at the time - a mixture of unresolved design issues compounded by bad production methods.
I/we bear you no ill will for airing your views, as I hope you bear us none for reciprocating!
Regards
Russ (UK Stag owners club forum)
Zane on March 06, 2009 at 08:46 AM
I think the styling is stunning. I much prefer the small diameter wheel with tall blackwall tire look. 20" mega-rims are dopey.
Lord Lucan on March 06, 2009 at 09:12 AM
Simply adored my Stag old boy. Enjoyed nothing better than to jump in and a fast drive down the Edgware Road to my Club.
Alas these days I an forced to withdraw from society and have to content myslf giving old Shergar a good gallop over the pampas.
- Lucky
That Car Guy on March 06, 2009 at 09:30 AM
I absolutely admire the Stag. The aft piece looks like the Spitfire, my favourite British sports car, the body lines are most proper, fitting for even today, and the interior appointments rival any saloon. Both wire wheels and alloys look rather at home as well.
The roll bar/stiffener is also quite fetching, it's just those $%&#! window frames that bother me (Can we say $%&#! here?). Was BRG paintwork available on this motorcar?
Have any mates noticed the "T STAG 73" registration plate? Surely a bloody Yank doesn't own this machine.
Have to get the hacking jacket and cap, mates. Cricket time, you know.
Cheers!
...m... on March 07, 2009 at 08:59 AM
...i concur - my first reaction upon beholding the stag was to puzzle whether my eyes were deceiving me in seeing fixed window frames...they strike me as an awkward, clumsy, gangly intrusion, although i'm sure if i drove one for any length of time i might come to appreciate the unique touch they bring the car...
...oh, and darjeeling, of course - earl grey's for pompous codgers...
Hertfordshires Welshman on March 08, 2009 at 01:32 PM
How does the Stag look like a Datsun? It was styled in Italy for Heavens sake...
Does the writer own a Stag, I think not...
How many other cars with an age range of 39-32 years still have 40% of its total production still driving on raods from Scotland to New Zealand?
If you look at the Stags lineage it was derived from the 2000 Mk1 saloon (1963-69) and as such a Grand tourer and never a sports car.
How many cars over a 7 year run changed little in production details due to being "right" from the start...
Now if the dear old Brits had developed the Triumph V8, with fuel injection and a 32 Valve head, imagine how the Stag could have prospered and developed..
Now back to my leahter Chesterfield and time to stoke the coal fire its rahter chilly here in Hertfordshire tonight!
John B on March 09, 2009 at 04:01 PM
Hertfordshires Welshman....
"Now if the dear old Brits had developed the Triumph V8, with fuel injection and a 32 Valve head, imagine how the Stag could have prospered and developed.."
That's the story of the UK motor industry in the 70s.
People...Americans especially...were in no mood to pay good money for undeveloped imported cars...(we had enough here to choose from :)).
Like the TR-7, the Stag demonstrated the need to get it right the first time in a competitive market.
British firms would have been a hit behind the Iron Curtain or other places that had no competition.
Even while making cars that had no direct U.S. competition (open sports cars) they still couldn't sell them.
Dean on March 16, 2009 at 01:18 PM
Ah, I remember the Stag. One used to sit forlornly on a used car lot in Athens, GA when I was as student at UGA. Next to it, an Fiat 850 Spider.
I always thought "what a cool car" until I remembered the days of running my '71 Fiat 124 Spyder and my friend's travails with their Triumph TR4A and MGA. Those were the days.
I switched to German cars (and bikes) and never looked back.
jjw on March 26, 2009 at 06:35 AM
As the owner of a '71 Stag, I can tell you that it is a wonderful misfit... neither a true sports car or grand tourer. It occupies a nitch all its own... a product of the enthusiasm of one and not the result of marketing 'focus groups'. The reputation of the engine's poor reliability is very much exaggerated. Boneheaded maintenance probably caused more problems than any design issues. Ask any Ferrari owner how long his engine would run without a competent mechanic caressing it every few thousand miles. Trust me on this, there is no engine that sounds as good as a well tuned Triumph V8...
MFF on April 17, 2009 at 12:12 AM
Back in the 70s my Stag was an epic babe magnet. And as all the owners can attest, nothing, but nothing, beats the sound of that 3 liter engine with the top down. Even with the overheated and warped heads and seized studs, I miss mine.