Triumph Stag

Vehicle Overview

The Triumph Stag was unveiled at the 1969 Geneva Motor Show, but its story begins earlier, with a pivotal moment before the event. As was common practice, Giovanni Michelotti, the renowned designer behind the Stag’s styling, invited Harry Webster, the chief engineer at Triumph, to visit Turin and offer his feedback on the car’s design. When Webster saw the prototype, he was so impressed that he immediately decided to put the Stag into production, effectively removing it from the exhibition at the Geneva Motor Show. This unexpected decision posed a problem, as there was now no car to showcase at the event. To resolve this, Webster urgently sent a telegram to England, instructing that a TR5 chassis be sent to Turin as quickly as possible. Michelotti was given just 15 days to design and build a new prototype based on the available chassis. Working under a tight deadline, Michelotti managed to craft a new car in time for the opening of the Geneva Motor Show. However, due to the rush, there was no opportunity to come up with a new name for the prototype, so it was simply referred to as the “Geneva” – a nod to the show where it was meant to be unveiled. The Geneva prototype, which had a design closely related to the Stag, is still in existence today. Remarkably, it remains in perfect running condition, a testament to both Michelotti’s design prowess and the quality of craftsmanship behind the Triumph brand. The car serves as a fascinating piece of automotive history, representing the rapid and innovative spirit that characterized Triumph’s approach to design and production during the late 1960s.