• Mar 28, 2008

Click above for a high-res gallery of the Daimler Super 8


While most of the automotive press is reporting on Tata's acquisition of Jaguar and Land Rover from Ford's Premier Automotive Group, the fine print shows that the Indian automaker got a whole package of classic British marques to go along with them. In addition to Jaguar and Land Rover, Tata also acquired the rights to use the names of Rover, Daimler and Lanchester.

The Rover name previously belonged to BMW, which bought the Rover group 14 years ago. Although Shanghai (SAIC) bought the rights to produce Rover products, BMW refused to license the name to them (leaving SAIC to label its cars Roewe), instead selling it to Ford who secured the name to avoid confusion with Land Rover. The Daimler name, through an age-old licensing agreement with the Mercedes parent company, is used by Jaguar for a line of even more luxurious versions of its XJ sedan range. The Lanchester name is likewise attached to Jaguar, but having produced its first motor car in 1895, has laid dormant since 1956.

Although the three brands are barely in use, they transfer ownership to Tata along with Jaguar and Land Rover. The option will remain Tata's whether or not to utilize the names, but we wouldn't expect the Indian auto giant to lay out the cash to launch additional brands while it shoulders the financial burden of the $2.3 billion acquisition. We wouldn't be surprised, however, to see Tata license any of the names it can to help raise the funds.


[Source: Automotive News Europe – subscription required]



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    • 1 Second Ago
  • 14 Comments
      • 6 Years Ago
      Ironic that Tata used to sell a version of their Indica car as the CityRover. I agreed with the previous comment and maybe TATA can get some money out of Daimler name to sell back to Germany but they should keep the Rover name due to tha same reasons Ford had to keep it.
        • 6 Years Ago
        I doubt they'll do that. Daimler Motor Company is a far older British company than Jaguar Cars is.
      • 6 Years Ago
      At least try to buy some ultra cool names.
      Panther, Bitter, Bricklin.
      Kind of a stretch but I think it would be cool.
      Or maybe license some band names.
      The "Nitzer Ebb 250LE" or the "Depeche Mode Urban Cruiser".
      That would be good for a laugh.
      • 6 Years Ago
      BMW refused to license the name to them (leaving SAIC to label its cars Roewe)---------Do these people have ANY shame?
      • 6 Years Ago
      Ford should have also thrown in Merkur just for giggles.

      http://en.wikipedia.org/wiki/Merkur
        • 6 Years Ago
        Loved my two merkurs. some of the best ford's ever.

        I say Good Luck Tata! You'll need it.
      • 6 Years Ago
      My girlfriend has a Rover 25. Here's a picture:

      http://img.photobucket.com/albums/v110/emsox/cars/IMG_2675.jpg
      • 6 Years Ago
      Autoblog's write up is actually a little misleading. Lanchester Motor Co was an old company (1895) which merged with BSA-owned Daimler Motor Company in the 1930's. Daimler itself was indeed formed in 1896 following the outright purchase of a patent agreement with Gottleib Daimler to use the name in Britain. Jaguar didn't buy Daimler until 1960.
      • 6 Years Ago
      HOT OFF THE WIRES!!!

      Ratan Tata, Chairman of the Tata Group, has announced today that as a means to finance the recent purchase of Jaguar & Land Rover, the company has sold the Daimler name for $2.3 billion. The purchaser is Daimler Benz. According to sources, Tata had offered the name to BMW for $1, just to spite the folks in Stuttgart. Benz stepped in with it's offer to once again secure it's own name.
        • 6 Years Ago
        That would have made a great April Fool's joke.
      • 6 Years Ago
      American car dealers need to wake up and smell the coffee. They need to make cars that last as long as foreign cars. Ask a mechanic American cars just don't compare to foreign ones.
        • 6 Years Ago
        Oh hey I see you like to comment in a totally disjointed manner.

        I do too.


        Waffles.
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