Styled by Giovanni Michelotti, the Triumph Stag had Italian styling influence and was produced for eight years from 1970 to 1978. The classic new look of the four headlamps appearing on the grille and the newly composed front and back, was a style set to be seen on other Triumphs. A lot of the Stag was influenced by the Triumph 2000 saloon, and equipped wit a 3 litre V8 which later appeared in the Dolomite. The Stag came built with power assisted brakes, power steering and electric windows as standard. Starring in the famous James Bond film, Diamonds Are Forever, the Triumph Stag soon achieved an exclusive image, a picture it had a need to compete with the more costly Mercedes 280SL. The utmost speed of just in short supply of 110mph, the Stag can also go from 0-60mph in 9.3secs, making the Stag fast, stylish and exclusive. Its cheap price in comparison to other cars in the exact same market further aided the Stags marketability.

Using its top quality styling the Triumph Stag received much praise on its release, but this praise was brief once the car was sold through various car dealers, where there is a classic car rebuild  high number of new owners returning the car complaining of engine issues. The difficulties experienced by many new Stag owners were considered because of the low quality of production, a concern not limited to this particular engine, but was common place in British Leyland products. Low spending power caused further variations to make little improvements to the Stag, never fully rectifying the matter of the troublesome engine. Designed with a three speed automatic gear box, the Stag offer an information option, although this is the sole major option made open to Stag buyers, with the other solutions being AC and a sheet for luggage.