Scoop! Iceni project officially dead
Graham Bell gets the news first for PistonHeads.
After going quiet for a long time, news finally came through this week that the much-admired Trident Iceni will not be making into production.
Debuted at the NEC Motor Show back in 1998 where it caused a sensation thanks to its styling and innovative stainless steel chassis with central ‘flying buttress’, the project was subsequently taken over by Eric Broadley of Lola fame.
Eric and his partners spent a lot of effort, time and money (two years and over £2 million) developing what was originally little more than a styling mock-up into a proper, production-viable, working prototype which was shown at the 2000 NEC Motor Show.
When I drove the prototype for PistonHeads late in 2001, it had just been fitted with the latest 245bhp 3.2 litre V6 from GM and looked set for full production in 2002, with the company already having enough provisional orders for six months projected production.
Then it all went quiet until the end of 2002 when we were able to reveal that Trident had been developing a V8 version using a 370bhp version of GM’s Northstar unit, partly in response to customer demand in the UK and partly to make it more saleable in the USA. A further move to help attract US sales came with the dropping of the Trident name in favour of Broadley Performance Vehicles to capitalise on Eric’s reputation due to Lola’s long-running success in American motorsport.
Then it all went quiet again.
However, about a year ago I received a phone call from Eric’s main partner, Bill Chubb, telling me that due to various reasons including Eric’s age and health, they were considering selling the company and negotiations were already well underway with a prospective overseas buyer. There were also negotiations with a prospective British investor prepared to put up the half a million pounds the company estimated was needed to finally get the car into production in the UK
At the time I was sworn to secrecy (I didn’t even tell Ted) but Bill was expecting everything to be finalised early this year. Since then I’ve had a few updates from Bill saying he was still hopeful, but this week came the message that as both deals went sour the project is now effectively dead.
Bill says that it was a very difficult and emotional decision to make, because after all the time, money and effort they’ve invested in the car they really wanted to see it go into production, even if they weren’t the ones making it.
Actually the company could have started making and selling Icenis part-way through the development process in the same way that some other specialist sports car companies have done, but Eric Broadley decided against it, not wanting to sell customers cars that he wasn’t entirely happy with.
Maybe there’s still an outside chance that the car could still become a production reality if a wealthy buyer comes up with the right deal very quickly, but sadly the likelihood is that the Iceni – just like the tribe it’s named after – will be consigned to the history books.
Funnily enough the original Trident started off as an offshoot TVR project headed by designer Trevor Fiore, and eventually collapsed thanks to competition from the likes of TVR. 
name said:
Maybe there’s still an outside chance that the car could still become a production reality if a wealthy buyer comes up with the right deal very quickly
Nice looking car. Perhaps Nikolai Smolenski should buy the company. He's got the money and the V8 would keep a lot of TVR owners happy.
Bill Chubb joined in January 2000 as Managing Director.
A new company was formed as Trident Sportscars Ltd, which failed in 2003.
The Intellectual Property Right is still owned by the original team and that original team is currently building two cars for entry into the British GT Championship next year, together with one road car.
The full story of the Chubb/Broadley years will be published on March 1st 2005.
Phil Bevan
campbell said:
Shame to see another good idea go down the drain, i gass there is some one out there that dosnt want little companies building great ideas
Its a sad day
Errr guys, arent you missing a little bit of information a couple of comments up...?! Aparently its still a healthy and valid concern.....:
Phil Bevan Friday
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Trident was formed in 1998 and in September 1999 Broadley got involved as an investor.
Bill Chubb joined in January 2000 as Managing Director.
A new company was formed as Trident Sportscars Ltd, which failed in 2003.
The Intellectual Property Right is still owned by the original team and that original team is currently building two cars for entry into the British GT Championship next year, together with one road car.
The full story of the Chubb/Broadley years will be published on March 1st 2005.
Phil Bevan
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