Originally Posted by MPower
BMW is certainly looking for a new brand and this actually seems to be the most logical. I really hope it happens.
It would be a good option assuming BMW was looking for a brand that would sell a limited volume of cars. It could be justified if they use existing parts. Utilizing the 1 chassis and the MINI engine would significantly minimize development costs.
While the Triumph name isn't well-known in the U.S., it at least has heritage which would be a great marketing advantage over starting a brand from scratch. Prior to bringing the MINI to the U.S., research found that very few people in the U.S. had ever heard of the original Minis. But MINI has done a great job of educating consumers of its heritage. I believe that a similar thing could be successfully done with Triumph.