Jaguar Land Rover Won't Revive Defunct Daimler Brand


  • Daimler Super Eight Picture

    Daimler Super Eight Picture

    The Daimler Super Eight may be the final Daimler car by Jaguar Land Rover. | April 16, 2013

Just the Facts:
  • Jaguar Land Rover has no plans to revive the defunct Daimler brand, Edmunds has learned.
  • The automaker says it does not need another brand to promote.
  • The Daimler name was last used on a minor variation of the Jaguar XJ sedan called the Daimler Super Eight in 2008.

LONDON — Jaguar Land Rover has no plans to revive its top-of-the-range Daimler brand, Edmunds has learned.

According to Jaguar's Global Brand Director Adrian Hallmark, Jaguar Land Rover already has "two and a half brands to promote" — Jaguar, Land Rover and Range Rover, which Hallmark counts as the half — and "it does not need another brand to promote given the scale of its output," which is vastly smaller than competitors including BMW, Mercedes and Audi.

The brand name was last used on a minor variation of the Jaguar XJ sedan called the Daimler Super Eight in 2008. The car basically is a fancier XJ long-wheelbase sedan fitted with top-of-the-line XJ options, including picnic trays. It was not offered in the U.S.

Daimler was founded in 1896 by H J Lawson, who simultaneously purchased the right to use the Daimler name from Gottleib Daimler and Daimler Motoren Gesellschaft of Cannstatt in Germany.

It was for many years Britain's oldest carmaker, as well being the favored wheels of the country's royalty before World War II.

Decline followed after the war, with the company's purchase by Jaguar in 1960 leading to a gradual phasing out of its own models. They included the Majestic, Majestic Major and Dart sports car.

The long-lived Daimler limousine of 1968 was the marque's last bespoke model. It was a favorite of embassies and funeral homes.

Edmunds says: There's hardly been a clamouring for the return of this dormant brand.

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