Introduction
In this section you will find an overview of the of the car by clicking the above photos or if you want the SOC Archive click the text to be taken to the extensive repository of Sales Brochures, news articles, Technical Manuals and Kingpin Technical Reports. NB There’s a lot available so loading takes a while depending on your internet speed. When viewing Archive material right click on the image and select Full Screen for best viewing experience.
The Triumph Stag (1969 – 1977)
Envisioned for the upwardly mobile or young executives as a luxury grand tourer, the Stag was designed to fill an apparent gap in the market occupied mainly by the Mercedes-Benz SL.
For its time the Stag concept was amazingly bold – a monocoque steel bodied four seat grand tourer with a T-bar to provide torsional rigidity and roll over protection. It came equipped with a soft top (or optional detachable hard top), and was based upon the four door Triumph 2000 saloon styled by Michelotti of Turin. Power came from the new advanced 3 litre V8 developed in house by utilising the existing tooling of the slant four cylinder Triumph Dolomite engine.
Intended to be a large seller in the American market it was well equipped with sundym tinted glass, electric windows, power steering, fully reclining front seats with height adjustment and a steering column with rake (up/down) and fore and aft (in / out) adjustment. It could be specified with automatic transmission or four speed manual with optional over drive and for the American market, air conditioning.
Technical Facts & Figures
Production Data
How much did it cost?
According to the Autocar road test of the 11th June 1970, a Stag with soft top only would have cost you £1,995 17s 6d. You had the option of specifying it with hard top only (i.e.no soft top), for £2,041 11s. 5d. and if you were feeling flush then you could order with both soft and hard tops for £2,093 15s 10d. Only £52 extra for the hard top !
These prices were including purchase tax and were approximately half of the price to be paid at the time for a comparable Mercedes 280SL or E-Type Jaguar.
In today’s money (October 2023) a fully equipped Stag’s cost would be equivalent to £34,945 which helps demonstrate just how much of a bargain it was.
How Many Left?
According to DVLA data as at Q3 of 2023 in the UK there were:-
To help put the survival rate into perspective popular vehicles of the day such as the Morris Marina and Ford Capri manufactured in the UK in much greater numbers during the same period have a less than 1% survival rate.