Sunday 12th February 1984
Austin Rover announced that the Triumph marque would be discontinued in the summer after 63 years, as the Triumph Acclaim’s successor would be sold as a Rover. The trademark is owned currently by BMW, which acquired Triumph when it bought the Rover Group in 1994. When it sold Rover, it kept the Triumph marque. The Phoenix Consortium, which bought Rover, tried to buy the Triumph brand, but BMW refused, saying that if Phoenix insisted, it would break the deal. The Standard marque was transferred to British Motor Heritage Limited. The Standard marque is still retained by British Motor Heritage who also have the licence to use the Triumph marque in relation to the sale of spares and service of the existing ‘park’ of Triumph cars. The Triumph name has been retained by BMW along with Riley, and Mini. In late 2007, the magazine Auto Express, after continued rumours that Triumph be revived with BMW ownership, featured a story showing an image of what a new version of the TR4 might look like. BMW has never commented officially on this.