Triumph Spitfire - 35 years young

Triumph Spitfire Advertising Evolution

Triumph produced the fun and affordable Spitfire for 18 years, during which time over 314,000 were built. Launched in October 1962, the Spitfire featured sleek styling by famed Italian designer Giovanni Michelotti. As the ad at left says, "...nothing looks like the Spitfire..." The car was an instant hit.

A 1970 design "facelift" by Michelotti freshened the car's look for the new decade, and accompanying chassis and suspension tweaks improved handling. A larger 1500cc engine followed shortly thereafter.

Spitfire production ended in August 1980 as the car fell victim to short-sighted management at British Leyland, U.S. safety and emissions regulations, and an unfavorable dollar/ pound exchange rate.

During the Spitfire's 18-year history, Triumph promoted the little roadster's virtues in the consumer press with colorful ads aimed primarily at youthful buyers. A few of those ads are reproduced here. This is our tribute to the Spitfire!


1963 "...if you go for girls who go for swinging cars..." ----	1966 "Longer, lower, wider, faster. Swing'er." ----	1967 "Let others change for the better. We change for the best." ----

1970 "Triumph Spitfire Mk III - Veteran of many an encounter." ----	1972 "They don't call us Triumph for nothing." ----	1973 "...more traction, more stability, and more getaway power." ----

1977 "...still around while so many convertibles are not."	1978 "A classic example of the survival of the fittest."	1979 "...it seems that Spitfire drivers naturally have more fun."

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