Triumph trademarks future model names
By Ben Purvis
Few motorcycle brands have as deep a heritage to dig into as Triumph, and the company's recent trademark activity suggests it's planning to revive some titles from its past on future models.
Although it's common for companies to maintain trademark rights on unused branding, even if there's no immediate plan to bring the titles back to production, recent changes in U.S. trademark legislation make it harder to do that. Trademark applications are now meant only to be used for names that are intended to reach the market in the near future, and rights to unused trademarks can be removed more quickly than in the past, freeing up those names for others to use.
So, Triumph's latest U.S. trademark application, for the name 'Triumph Hurricane', suggests there's a genuine intention to use that name within the next couple of years if the trademark is granted. The title has strong American ties, having been used for the limited-run X-75 Hurricane in the 1970s, which had distinctive bodywork designed by Craig Vetter to compete with the new generation of Japanese rivals. Originally intended to be sold as BSA, the three-cylinder Hurricane was switched to the Triumph stable at the last minute when BSA was closed down.
There has been talk of reintroducing the Hurricane name to the Triumph range since then, most notably as potential title for an ambitious Suzuki Hayabusa-rivalling, 1300 cc four-cylinder super-tourer that was in development 20 years ago. That project, intended to offer near 200 mph performance, was dropped at a late stage of development, coinciding with Triumph's distinct shift to focusing more heavily on its retro line-up and less on trying to compete head-on with Japanese brands in established categories.
'Trademark applications hint at upcoming new bikes'
If it goes ahead, a modern Hurricane is likely to hark back to the 1970s bike, using a three-cylinder engine - something Triumph has plenty of experience with now - and with neo-retro styling. As well as the U.S. application, a worldwide trademark for the name 'Hurricane' is also pending.
But that's not the only old name that's being re-trademarked. Another is 'Adventurer.' Already granted in the UK and France, Triumph has pending applications to trademark the title in Australia, the USA and Canada. The name was last used from 1995-2002 on a Thunderbird-derived cruiser, but in today's market, it may make more sense to use the 'Adventurer' title on an adventure bike.
Finally, Triumph is making concerted efforts to trademark the name 'Street Tracker' around the globe. Applications have already been granted in the UK, and for 'Street Tracker' and 'Triumph Street Tracker,' and after a failed attempt to protect the simpler 'Street Tracker' name in the USA, the 'Triumph Street Tracker' trademark is now pending in that market. Further applications have been made in Australia and Canada, and there's already EU-wide protection for the title, which could well be destined for one of the upcoming Bajaj-built single-cylinder machines that are due to be launched in June this year.
