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Tata to resurrect the Daimler brand!

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Tata to enter uber-lux segment with Daimler revival

Posted Jul 30th 2008 7:57AM by Noah Joseph
Filed under: Sedans/Saloons, Daimler, Tata

daimlersuper8_grille.jpgIt'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.

My Comment: What a turnaround, this must be one helluva Maybach competitor.




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The idea of reviving a defunct lux brand sounds good on paper, but is in fact a very tough call. Mercedes tried to revive Maybach and might have spent millions of dollars in developing the new car, but failed spectularly, despite all their experience of selling luxry cars. It sold just one car in first 8 months of this year.


Tata should first revive JLR, both of which are in red till now and only then think of such a move. They will also have to develop a brand new car worthy of Daimler's name, not like a spruced up Jag shown above. Market of Uber Lux cars is very very risky, VW also burnt its fingers by trying to sell Passat against S Class, Audi 8 and BMW 7 series.


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