Over 32 years since it was first put on the market, the Stag has become a highly respected car and the undeservedly poor reputation it had when new has finally been put to rest. The Stag is every bit as reliable as most cars, if a few sensible basic maintenance procedures are observed.

On release to the market in 1970, it received ‘rave’ press reviews for although being rather expensive it was still less than half the price of its main competitor, the Mercedes Benz 230SL which truly only had two seats.

It was introduced at a time when Triumph and British Leyland had extensive financial troubles. Consequently, very few cosmetic changes were made to the car in its production life and this even excluded basic development of the Stag for improved mechanical reliability.

The Stag today is a fine motor car and is quite capable of keeping up with many of the faster modern cars, while the road-holding and handling are more than adequate for general highway use. The Stag comes into its element in open form, cruising at speed when long distances can be covered. It also has a unique versatility with a powerful yet economical 3 litre V8 engine and offers adequate accommodation for carrying up to 4 people. Style and appointments are the strongest points, while statistics of 122 mph and 0-60 in 9.2 seconds (manual) gives it a very respectable performance even by today's standards.

Cars with manual overdrive gearboxes tend to be more sought-after than automatics, and many auto’s have been converted to manual gearbox, either Triumph 4 speed with overdrive, or Rover 5 speed 'SD1' type with Sherpa gear-change mechanism.

Of the original 26,000 Stags made, it is believed around 12,000 are still in existence.

Almost all spare parts are still available either as original parts or manufactured to pattern, and several specialists can supply parts overnight by mail order.

There are Stag clubs in all major countries including the USA, Switzerland, Germany, Belgium, Holland, Australia and New Zealand. In the UK the Triumph Stag Register maintains close contact with all these clubs, and can help and advise you to get the very best from your Stag.

October 1967
First prototypes assembled for endurance testing.

June 1970
Built from March 1970, then released as the Mk1 onto British and American markets at £1,995 basic price excluding soft-top, hard-top or overdrive.

February 1973
UK Mk II introduced with slightly uprated engine using revised cylinder heads and valves. The manual version now has overdrive as standard using a ‘J’ type overdrive instead of the 'A' type as used in the Mk I. The side windows were deleted from the soft top and stronger mohair material was introduced. The background colour of the grille and rear quarter emblems was changed from silver-grey to black. The sill panels and rear number plate panel were painted matt black. The twin interior lights were moved from the door pillars to one single unit in the centre of the roll-over bar. The interior trim was slightly redesigned and the front seats now incorporate fittings for head restraints. Instruments now have a black and chrome bezel. A smaller diameter steering wheel was fitted, and twin waist level coachlines were introduced. For the UK, alloy wheels, tinted glass and head restraints became options, bringing it into line with USA specification.

August 1973
Withdrawn from the USA market due to service problems, gas-guzzler legislation and poor sales.

October 1973 - Spring 1974
Labour problems caused three-day week to be introduced, national strikes and oil embargoes meant large-engined cars were not popular in the UK and Europe.

January 1974
A revised mohair hood with a cream lining was incorporated. Seat belt and hazard warning lights were introduced. A change of carpet supplier meant that tufted carpets were now fitted. Alloy wheels were standardised, as were tinted glass and head restraints.

February 1976
Brushed aluminium sill plates were fitted and the sill finisher strip deleted. The number plate panel reverted to body colour. The handbrake lever was redesigned, and a push-button reset speedo was introduced. During the year, tyre size was reduced from 185 section to 175 section.

March 1977
In 1977 the optional automatic gearbox was changed from the Borg Warner type 35 to type 65. Rubber inserts were fitted to the steering wheel spokes.

June 1997
The Triumph Stag Register is formed, over 100 members join up in the first 2 months, and membership grows steadily in the following years.