Triumph Sports Cars

In 1930 the company changed its name to the Triumph Motor Company. It was clear to Holbrook that there was no future in pursuing the mass manufacturers and so decided to take the company upmarket with the Southern Cross and Gloria ranges. At first these used engines made by Triumph but designed by Coventry Climax but from 1937 they started to make them to their own designs by Donald Healey who had become the company's Experimental Manager in 1934.

After the war, in 1944 what was left of the Triumph Motor Company and the Triumph brand name was bought by Standard Motor Company and a subsidiary "Triumph Motor Company (1945) Limited" was formed with production transferred to Standard's factory. The pre-war models were not revived and in 1946 a new range of Triumphs starting with the Triumph 1800 Roadster was announced. Because of steel shortages these were bodied in aluminium which was plentiful because of its use in aircraft production.