• Jul 30th 2008 at 7:57AM
  • 15
It's lonely at the top. If you've got a big budget to buy a big luxury sedan, you're typically looking at a Bentley Arnage or a Rolls-Royce Phantom (Mercedes tried to make a go of it with Maybach, but never really managed to establish itself outside the Persian Gulf and hip-hop videos). Now Jaguar's new owners at Tata want to take on the establishment with a storied name of its own: Daimler.

Not to be confused with the Mercedes parent company, Daimler has the same roots as the British subsidiary of Gottlieb Daimler's operation. Between 1896 and 1960, Daimler made a range of elegant limousines. After being acquired by Jaguar, the brand was relegated to becoming the top trim level of Jaguar XJ saloons. When Tata bought Jaguar, it also acquired the rights to the Daimler name (which the German company shares under license). Tata is now considering reviving the Daimler brand with a new luxury range, but it'll have quite a job on its hands distinguishing itself in name from the Mercedes parent company and in essence from the known quantities of Rolls-Royce and Bentley.



I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 15 Comments
      • 7 Years Ago
      I suspect a new Daimler would compete more directly in the price range of the Maserati Quattroporte and Bentley Flying Spur, rather than the Maybach. Daimler (pronounced DAME-ler) in Britain has always eeked out a market share. That could grow if the car was pitched in more markets.
      • 7 Years Ago
      Am I the only one that really wants to see Tata take these brands and actually make something happen with them?

      I dunno - but it seems perfect irony that all of the different hands these lux brands have been mismanaged by, to see the Indian company make good on it just seems interesting. For that matter, let them buy the rights to Hummer, and then start crossbreeding Hummer and Land Rover to see what comes out.
      • 7 Years Ago
      I have high hopes. But then again I am the eternal optimist when Jaguar is involved; like i'm a glutton for punishment or something.

      My advice to Tata: Don't add teak wood trim and thick pile carpets to an XJ and call it a day.

      Fortunately i think Ratan is much much smarter than that. I would love to see a Diamler that is truly unique and can compete with Rolls Royce & Bently.
      • 7 Years Ago
      Guys,
      The Daimler Nano, Jaguar Nano jokes are getting old. As are the "love to have those ta tas". Time for something new.
        • 7 Years Ago
        OK .Ta ta for now.
      • 7 Years Ago
      The Europeans think Ford is a home brand.
        • 7 Years Ago
        Germany-based Ford of Europe is a different entity to Ford of America, and has for many years been responsible for its own activities, from design and manufacture to dealership networks. Same goes for Zurich-based GM Europe.

        Ford-Werke Deutschland, GmbH and Ford GB Ltd are German and British subsidiary companies respectively of Ford Motor Co, Inc - however their daily operations are overseen by Ford of Europe.
      • 7 Years Ago
      OK, who has dome more damage to US auto making, Bill "The Lip" Ford or Rick "The Prick" Wagoner?
      • 7 Years Ago
      Introducing...The Nano Daimler !
      • 7 Years Ago
      The Maybach was such an unmitigated success that a uber-prestige brand above Jaguar would make a ton of sense.

      Not.
      • 7 Years Ago
      I suspect a new Daimler would compete more directly in the price range of the Maserati Quattroporte and Bentley Flying Spur, rather than the Maybach. Daimler (pronounced DAME-ler) in Britain has always eeked out a market share. That could grow if the car was pitched in more markets.
      • 7 Years Ago

      How humilated the Brits must be feeling? One of their most prestigious brands, in fact one that was the Royal families car brand for many years is now owned by a former colony of theirs.
        • 7 Years Ago
        Considering the history that Jaguar and Diamler have had, I'd say the Brits are damn pleased that the two are in the hands of a capable and successful businessman; regardless of his nationality.
        • 7 Years Ago
        ...and what was FoMoCo's home country?
        • 7 Years Ago
        Thankfully, the British learned from their mistakes of empire-building a hundred years ago and these days thrive a car industry which primarily has foreign shareholders. Americans have yet to learn this and sadly, continue to face failure in every country they decide to invade.

        The investment in Britain - and the significant contribution it brings to the UK's economy - is altogether more important than who owns the company's shares.

        Ford simply didn't have the wealth to sustain its numerous subsidiaries which included Land Rover and Jaguar. Tata's approach will provide greater security for both companies.
    • Load More Comments