Jaguar revives Daimler badge
Luxury marque returns as the Super Eight
   Daimler Super Eight |
Daimler returns to the new car showroom this autumn with an all-new model, the Super Eight -- brought back according to Jaguar by demand from those loyal to the brand.
Trading on its heritage and reputation for luxury, the Daimler goes large on interior accoutrements. Claimed to have the longest wheelbase in its segment, the Daimler offers rear-seat passengers over 39 inches of legroom in the back plus powered reclining rear seats with four-way lumbar adjustment. Rear seat passengers can even move the front passenger seat forward using controls in the rear cabin. Just hope the driver is alert to this possibility.
Other luxury touches include lamb’s wool rugs and embroidered head-rests -- plus a bunch of technology of course. They include voice-activated four-zone climate control, fold-down business trays stored in the front seat-backs for laptops -- a convenient auxiliary socket is provided for sir (and it's more likely to be a sir, one imagines). Optional display screens in the front seat head-rests allow backseat passengers to watch television through the multi-media system that can also connect to iPod and MP3 players, DVD machines and computer game consoles.
For the driver, technology and comfort are also on hand in the form of multi-directional powered seats with heating and memory function, along with a reach and rake adjustable steering wheel and electrically adjustable pedals.
A simple and clear touch-screen control system allows the driver or front-seat passenger to programme the satellite-navigation system, four-zone climate control, telephone and audio system.
Interior finishes include three choices of soft-grain leathers in Champagne, Ivory or Charcoal. Classic Burr Walnut veneer inlay completes the gent's club look and feel.
Exterior
Behind the characteristic grille sits the same 4.2 litre supercharged V8 that Jaguar uses in the XJR. It delivers 400bhp at 6,100rpm and 408lb-ft of torque at 3,500rpm, and the performance of zero to 60mph in 5.0 seconds is also identical to the XJR.
Apart from the grille, 18-inch Rapier alloy wheels, chrome dressing to the wing mirrors and rear-light surrounds, and choice of two body colours that are unique to the Daimler – Garnet, a metallic burgundy, and Westminster Blue, the rest of the lightweight aluminium body is identical to the XJR.
The car goes on sale in November.
Daimler's history
Now owned by Jaguar, the Daimler Motor Company was formed in 1896 after the German-born British engineer Fredrick Simms had established an earlier agreement to sell Gottlieb Daimler’s engine technology in Britain. With funding from motor financier HJ Lawson, the first British-built Daimlers appeared in 1897 and were hugely popular – 89 were sold in the first year of production to customers amazed by a series of endurance trials, including Henry Sturmey’s run from John O’Groat’s to Land’s End.
Early Daimler owners included John Scott-Montagu, a Member of Parliament and enthusiastic motorist. He was the father of Lord Montagu of Beaulieu who established the National Motor Museum in his memory. When Montagu ran his four-cylinder Daimler in the 1899 Paris-Ostend road race with co-driver Charles Rolls, they became the first British drivers in motoring history to enter one of the famous long-distance races.
It was Montagu who introduced Edward, Prince of Wales (later King Edward VII), to the Daimler name in 1900. And in so doing he cemented a relationship with the British royal family that would extend for over a century.
The Second World War saw Daimler’s attentions diverted by the war effort – between 1939 and 1945 they built nearly 10,000 4x4 Scout Cars and 50,000 Bristol aero engines. But following the conflict attention returned to construction of the DE36, at the time the world’s largest production car, so designed because its chassis was the only one capable of supporting the enormous coach built bodies ordered by heads of state.
In 1960, Daimler was bought by Jaguar Cars.
Who will buy it?
Traditionally, Daimler has appealed to customers from the United Kingdom and mainland European countries such as Switzerland, Italy, Holland, Belgium and France. However, the burgeoning Far East market is also expected to show considerable interest in the new Daimler.
"In the past we’ve had very great success with previous Daimlers in countries like Switzerland," said Jaguar's marketing man Stephen Perrin. "But we also have a large following in countries such as Thailand, Malaysia and Japan. Just as in Great Britain, many royal families and political dignitaries in the Far East have traditionally used Daimlers and we expect this new model to appeal to them in much the same way as the previous generation did. We don’t expect to sell thousands of cars annually – but that is not the point of Daimler. We know there is latent demand out there and will sell them on an individual basis to Daimler enthusiasts looking for renowned British engineering and craftsmanship tailored to a name that is as distinguished as our customer base itself."
The British Daimler company was their UK importer, and then branched out into building its own cars. It was swallowed up by Jaguar in 1960. Like Jaguar, Daimler today is a Ford brand.
dieseljohn said:
Ok this is obviously a stupid question but don't DaimlerChrysler own the rights to Daimler?
I believe because of the history of the UK Daimler, it cannot be sold in the US (I think the Germans still have the prOperty rights to the DAIMLER name in the US) , note how the US is omitted from the long list of historic Daimler customers.
The US gets the Jaguar Super 8 that the UK currently doesn't.
aeroresh said:
Dont count your chickens....There's probably a Daimler X type Diesel in the pipe line somewhere...Remember the Montego Vanden Plas?
There is the X TYPE fwd 2.0 Diesel Soverign which actually costs more than the X type awd 3.0 SE according to the jaguar cars official website. But I think they'll save the Daimiler name to the XJ.
Had it not been for the X and the S, Jaguar would probably not exist, Ford can't run two cottage industries(Aston Martin)and the Daimler wouldn't exist. Those who suggest Ford have sold out the Jaguar name should look at what BMW did to Rover and remember that Jaguar was a very sick company when Ford came along and spent millions rebuilding the image. No the X and S aren't perfect but as first attempts in new sectors not bad, remember the Series 2 and 3 XJ's were in general very poorly built, the XJS was a joke even management at BL wouldn't take them as company cars in the late 70's
The quality of the Jaguar product today far exceeds anything produced in the company's past. Yes from the xk120 thru E TYPE and XJ all beautiful advance designs but flawed by part cost savings and poor build quality.
If Jaguar can just come up with some inspirational designs that doesn't look backwards they now have the build quality, the market will be there.The XJ as a design was very advanced in 1968 but nearly 40 years on the current body doesn't do justice to the high tech build and engineering. The X and S also have the retro look, I hope the new XK isn't going to look backwards I like the ALC and if Jaguar want to sell in America it has to have 21st century products.
aeroresh said:
Fair point, but I cant help but think that the S and X types are nothing more now than the Ford Granadas were of old, only the badges are different.
It's one thing being still alive, but at the expense of having lost your soul along the way...?
Couldn't agree more, 'Resh
See
www.pistonheads.co.uk/gassing/topic.asp?f=85&h=&t=172291
Think we're fighting a losing battle though
xkrman said:
Fair point, but I cant help but think that the S and X types are nothing more now than the Ford Granadas were of old, only the badges are different.
It's one thing being still alive, but at the expense of having lost your soul along the way...?
Couldn't agree more, 'Resh
See
www.pistonheads.co.uk/gassing/topic.asp?f=85&h=&t=172291
Think we're fighting a losing battle though
Aeroresh XKRMAN
Guys' the world has moved on since William Lyons days, the sheer cost of a new floorpan today with all the rules and safety regulations to be met around the world means the cost has to spread over several models and in groups brands.
Jaguars volumes mean if a new floorpan was designed for each model, the X would be the price of the most expensive XJ and the XJ would be competing against the Bentley Spur(VW Phanteom floorpan and running gear), I'm sure sales would be in the 100's and Jaguar out of buiness in weeks!. Ford does give jaguar new parts, remember the current XK had to be built on the old XJS floorpan because Jaguar at the time couldn't afford to develop a new floorpan. The new XK will get a revised version of the new XJ floorpan.
America has and always will be the no 1 market for Jaguar, I don't like the idea of a SUV Jaguar but on a visit to Texas last year every car park was full of SUV's not a saloon in sight, hence Jaguar are suffering in selling the X,S and even the XJ in the states. The next XK will be called XK because it will have a V6, V8 and your favourite engine a diesel.
Certain european markets just won't take anything else
Jaguar has to be a global player in William Lyons day the main competition was Mercedes, today BMW , Lexus and Audi also want the customer's money all with powerful groups behind them.
greg2k said:
Quite a wise move considering that the Jaguar Brand name has been prostituted to such an extent that it's now worthless. I still think the new XJ is a bloated boring soulless shadow of its predecessor though.
I used to think that.
Then I drove one.
Now I own it.
Good point about the brand being devalued though.
Can't they see that they are treading in Rover's footsteps? Make cheap versions of a traditionally expensive badge and everyone and their dog buys one as they appear such good value, giving great short term sales figures (e.g Honda Ballade based Rover 200 which outsold the Montego).
But then they are eveywhere on the road and the badge no longer has any exclusivity.
Suddenly no one aspires to the traditional market any more (e.g Rover 800) as the image is no longer anything special.
The S-type I can JUST about handle, but the X-type has no place in the Jaguar range. Ford should use Volvo for that segment. Neither should there be an estate Jaguar or and off-roader or even a diesel IMO.
I see the X-type as the equivalent of the first Rover 200. I hope they don't follow Rover the rest of the way.
Short term sales success maybe, but long term it's doing a lot of damage.
Mark
>> Edited by BT52 on Tuesday 2nd August 12:52
The S-type I can JUST about handle, but the X-type has no place in the Jaguar range. Ford should use Volvo for that segment. Neither should there be an estate Jaguar or and off-roader or even a diesel IMO.
I see the X-type as the equivalent of the first Rover 200. I hope they don't follow Rover the rest of the way.
Short term sales success maybe, but long term it's doing a lot of damage.
Mark
>> Edited by BT52 on Tuesday 2nd August 12:52[/quote]
Mark,
Jaguar have only gone down to the Audi A4, BMW3 and Mercedes C class segment, now these 3 premium brands have Audi A2,A3, BMW1 and Mercedes A & B class cars (and Trucks & Buses) at lower segments theses have not harmed their sales of Audi A8, BMW 6 & 7 and Mercedes S, CL, SL and Mercedes Mclaren SLR!. Your reference to Rover forgets total lack of investment in new models by any of the owners of Rover in the last 35 years, the aspirational model does work as the german marques have proved. The BMW 3 outsells the Mondeo so by your reckoning should damage sales but the people are queueing up for the new model range. Jaguar is still exclusive, given the number of cars on the UK roads in the 1950's I reckon Jaguar probably had a higher percentage then than it does now?
**********
Jaguar Reveals Details of Daimler Super Eight Debut
Date Posted 07-28-2005
HALEWOOD, England — Daimler, one of the oldest brands in the automobile world, returns this September when the new Super Eight will officially be introduced at the Frankfurt Motor Show.
You can say it is just an exercise in badge engineering, but in fact the new Daimler Super Eight is more than a warmed-over Jaguar XJ. It is based on the long-wheelbase version of the XJ. At just over 201 inches in length it is still behind even the smaller of Maybach's two sedans, the 57, but in terms of luxury and prestige it may be notches above its German competitor, which also carries a name reminiscent of the rarified air.
The Super Eight sports a super 39 inches of legroom in the back. It is powered by a 400-horsepower, 4.2-liter supercharged V8 engine that will propel the aluminum-bodied sedan to 60 mph within 5.3 seconds.
The list of equipment is long and sumptuous, like the car itself: Chrome-accented wing mirrors, 18-inch alloy wheels, three opulent leather interior choices, lamb's-wool rugs, fold-down business trays, display screens in the Daimler-branded front headrests, and on and on.
At $140,000, Jaguar's prime target is the well-heeled conservatives of the U.K., but it will also be offered in Asia and North America.
dominicf said:
The S-type I can JUST about handle, but the X-type has no place in the Jaguar range. Ford should use Volvo for that segment. Neither should there be an estate Jaguar or and off-roader or even a diesel IMO.
I see the X-type as the equivalent of the first Rover 200. I hope they don't follow Rover the rest of the way.
Short term sales success maybe, but long term it's doing a lot of damage.
Mark
>> Edited by BT52 on Tuesday 2nd August 12:52
Mark,
Jaguar have only gone down to the Audi A4, BMW3 and Mercedes C class segment, now these 3 premium brands have Audi A2,A3, BMW1 and Mercedes A & B class cars (and Trucks & Buses) at lower segments theses have not harmed their sales of Audi A8, BMW 6 & 7 and Mercedes S, CL, SL and Mercedes Mclaren SLR!. Your reference to Rover forgets total lack of investment in new models by any of the owners of Rover in the last 35 years, the aspirational model does work as the german marques have proved. The BMW 3 outsells the Mondeo so by your reckoning should damage sales but the people are queueing up for the new model range. Jaguar is still exclusive, given the number of cars on the UK roads in the 1950's I reckon Jaguar probably had a higher percentage then than it does now?[/quote]
I think the very fact that Jaguar are being compared to Audi(rebadged VWs) BMW (rep-mobiles) and Mercedes (great taxis) means they have already lost some of their image.
Those 3 marques NEVER had to rely on an upmarket aspirational exclusive image in the first place, they appeal to people for entirely different reasons so will not be damaged be cheaper smaller cars in their ranges.
Alastair
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