1976 Triumph Stag 3L Auto


  • A near concours condition Triumph Stag having undergone a two-year, ground-up restoration
  • Finished in a glorious, bespoke red colour and sporting a “Stag” personalised registration
  • A car with an interesting family provenance and having covered just 12,000 miles since restoration

The Appeal

Conceived as a styling exercise by Italian design genius, Giovanni Michelotti, the Stag was adopted by Triumph as a direct competitor to the hugely successful Mercedes Benz SL models. A classy luxury 2+2 with a retractable hood and distinctive “T-bar” frame, the Stag cut quite a dash at its 1970 launch.

For a potential Stag owner this example must represent the ultimate expression of the model. Restored by specialists regardless of costs with every aspect of the car being renovated, recommissioned, or replaced it is hard to imagine a better example being available today.

The History and Paperwork

  • This car was originally registered in October 1976
  • Its early history is not known but it was acquired by the current owner’s father in around 2003
  • The father owned and enjoyed the car for around 10 years
  • After reacquainting following a 25-year estrangement the father gifted the Stag to his son, the current owner, in 2013
  • In a twist a colleague of the current owner realised he had owned this car prior to the owner’s father
  • At this stage the car was finished in white
  • The current owner used the car for around a year before commencing a full restoration
  • The car was handed over to Stag Classics who fully restored the car over the next two years
  • The restoration was completed in 2016 with the car having covered around 12,000 miles since
  • The history archive includes numerous pictures detailing the thorough restoration
  • The current V5 in the name of the owner is present
  • There are numerous invoices included detailing the extensive work undertaken
  • A magazine article outlining the family history of the car is also included
  • The Stag is registered as a historic vehicle and so is MOT and VED exempt
  • Despite that the owner has had the car regularly MOT’d with copies provided
  •  The car comes with a cherished number plate that can read as “STAG 3A” . The plate in itself being desirable and valuable with similar STAG plates on the market from £5000 to £15,000 so further adds to the cars value

The Interior

  • The stylish 2+2 interior presents in excellent condition 
  • The familiar Stag box pleated seats are finished in pristine black
  • The dash front and centre console are finished in dark walnut veneer
  • The dash is awash with Smiths white on black gauges providing a wealth of information
  • The door cards are finished in black with chrome door furniture
  • The black carpets appear to be in excellent condition and are protected by Stag carpet mats
  • A period design, modern Bluetooth head unit is fitted
  • The deep-dished, leather and alloy Stag steering wheel is present
  • Even the pedals feature the distinctive British Leyland roundel
  • The distinctive “T-bar” is dressed in the correct padded upholstery
  • The spacious boot is finished in black carpet

The Stag always featured a classy interior which was entirely appropriate for a luxury sporting 2+2. This example is certainly no exception with the interior appearing in a really fresh condition throughout.

All the expected Stag attributes are present from the classy walnut dash to the signature Smiths gauges and the distinctive Stag sports steering wheel. A period-correct cabin in excellent condition and very evocative of the period.

The Exterior

  • This Stag left the Coventry factory finished in white
  • As part of the restoration the colour was changed to the current Audi Brilliant Red
  • The restoration included a full strip down of all panels
  • Any remedial work was undertaken and anything beyond repair was replaced
  • The car was then fastidiously resprayed, and oven finished
  • The result is impressive with the car appearing in a pristine external condition
  • The red paintwork exudes a deep shine
  • The panel gaps appear tight and symmetrical
  • There is no imperfections noted or reported on this stunning example
  • The extensive chrome work is bright and gleaming
  • The original, five spoke 15-inch alloy wheels have been refinished and present perfectly
  • They are fitted with the correct size and profile Maxis tyres all round
  • The black, fabric hood presents very well with a clear and uncracked rear window 

The current owner really wanted the Stag to be red. As a firefighter it seemed somehow inevitable! He was none to keen on the Triumph Pimento Red which he considered too orange for his tastes. Consequently, he specified this Audi Brilliant Red and the result is impressive.

The colour suits the sophisticated Italian lines of the Stag so well. It contrasts beautifully with the extensive brightwork and the black hood and useful half tonneau cover. It makes for a real head turning example of the perennially popular Stag.

The Mechanics

  • Needless to say, the mechanical systems of this Stag have been thoroughly attended to
  • The 3 litre, Triumph V8 has been fully rebuilt with some sensible upgrades added
  • A Supergill upgraded radiator has been fitted
  • Upgraded timing chains, tensioners and water pump have been added
  • A more reliable electronic ignition system is present
  • A custom-made stainless-steel exhaust system has been fitted
  • This includes four branch tubular manifolds by Ropsport
  • The car has covered around 12,000 miles, or 2,000 a year, since this work was completed
  • As a result the car is reported to be in an excellent mechanical condition

Despite some early negative press thanks to Triumph’s questionable quality control systems, the Triumph V8 is a gem of an engine. Latter upgrades and refinements have helped the design deliver on its potential for being a potent, smooth, and reliable performer.

Given the big V8 breathes through a custom made, high specification stainless steel exhaust system, the owner makes special mention of the car’s “glorious V8 burble.” This attractive sound no doubt adds to the head turning potential of this fine example.


With a restoration spend in excess of £24,000 this is probably one of those classics where its current condition is better than the day it left the Coventry factory. The work undertaken by renowned specialists Stag Classics will, almost certainly, put the original factory standard to shame.

The new lucky owner of this car can draw reassurance from the knowledge that every aspect of the car has received attention and is in a truly outstanding condition. If you have always hankered after a classic Stag, as many of us have, you will struggle to find a better example than this car anywhere.

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Vehicle specification
  • Year 1976
  • Make Triumph
  • Model Stag Auto
  • Colour Red
  • Odometer 14,077 Miles
  • Engine size 2997
Auction Details
  • Seller Type Private
  • Location London
  • Country United Kingdom
Bidding history
52 bids
  • mb•••• £29,750 16/08/22
  • Ba•••• £29,500 16/08/22
  • mb•••• £29,499 16/08/22
  • Ba•••• £29,250 16/08/22
  • Ba•••• £29,000 16/08/22
  • mb•••• £28,999 16/08/22
  • mb•••• £28,750 16/08/22
  • Ba•••• £28,500 16/08/22
  • mb•••• £28,250 16/08/22
  • Ba•••• £28,000 16/08/22

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