We recall Rover’s US misadventure with Sterling and ask why it all went so badly wrong for the second time in a decade.
The 1981 Project XX joint venture agreement between Honda and Austin Rover to develop a large luxury saloon appeared to open the way for the British company to return to the United States. It was no secret that Honda was designing its version of the car, the Legend, with the US market firmly in mind. The Japanese company wanted to move upmarket, to raise US transaction prices and profitability in case volume import quotas might be imposed by the US government to protect domestic automakers. If the Legend was explicitly designed to appeal to US customers, then why shouldn’t the British version, the Rover 800, do likewise?
Honda recently announced that its flagship saloon will not be replaced when the current model is discontinued in March 2022. We remember the Legend.
The Honda Motor Company as we know it today was incorporated in 1948 and built its first complete motorcycle in the following year. Its rise thereafter was meteoric: just fifteen years later, Honda had become the largest manufacturer of motorcycles in the World. The company’s ambitious founder, Soichiro Honda, then turned his attention to automobiles and launched the T360 pick-up truck and S500 convertible sports car in 1963.
Although the diminutive S500 and 1970 Z360 / Z600 microcar achieved some export sales, it was the 1972 Civic that marked Honda’s arrival in the mainstream global passenger car market. This was a neatly styled front-wheel-drive B-segment model produced in three and five-door hatchback, saloon and estate versions(1). Its arrival coincided with the 1973 Middle-East Oil Crisis, which caused a huge increase in demand for small and economical cars, especially in the US. The Civic quickly acquired a reputation for excellent engineering, build quality and reliability(2). Continue reading “Lost Legend (Part One)”
Pity the poor car designer forty years hence. A CAD drove a Jaguar. Engines powered cars, not searches, whilst rivals were (almost) willing to explain their plans. Such was the case when BL chief designer, Gordon Sked moseyed through the 1981 Frankfurt motor show – to gain an understanding of what the opposition were up to.
We recently explored the matter of how long it takes to align two ranges of cars when one company takes over another or there is a merger. In the cases of Ford and GM, covered earlier, the process seems to take under a decade. Are there counter examples?
Today I will take a look at the case of Rover, which marque came under the control of BMW in 1994. Rover (when under BL) had already been part of a co-operative venture with Honda.