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 observed on other Triumphs. Lots 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, an image it had a need to compete with the higher priced Mercedes 280SL. The most speed of just in short supply of 110mph, the Stag may possibly also go from 0-60mph in 9.3secs, making the Stag fast, stylish and exclusive. Its cheap price compared to other cars in the same market further aided the Stags marketability.

Having its good quality styling the Triumph Stag received Triumph Stag renovation  much praise on its release, but this praise was temporary once the vehicle was sold through various car dealers, where there was a large number of new owners returning the vehicle complaining of engine issues. The issues experienced by many new Stag owners were reported to be as a result of poor of production, a problem not limited by this specific engine, but was common place in British Leyland products. Low spending power caused further variations to create little improvements to the Stag, never fully rectifying the issue of the troublesome engine. Built with a three speed automatic gear box, the Stag offer a guide option, although this is the only real major option made open to Stag buyers, with the other solutions being AC and a tray for luggage.