Daimler, its not dead, its just resting!
July 29th 2008 13:52
Mr Ratan Tata, obviously has too much time on his hands! You see, the new owner of Jaguar and Land-Rover has been making noises that he may possibly bring back Daimler as a brand in its own right. This idea goes hand in hand with taking Jag and L-R up market to the 100,000 pound market. The theory is that Daimler will come in at Bentley and Rolls Royce levels.
AUTOLOUD hopes that he searches further back in Daimler’s history for inspiration. Forget about the era of badge engineered Jaguars, go straight to the opulent and downright ostentatious era of Sir Bernard and Lady Nora Docker.
The chairman of Daimler since the early part of the war was Sir Bernard Docker, in the dark days after World War two, the British Motor industry basically offered pre war models which were largely underpowered and boring little cars.
The Docker Daimlers were a series of specials based on various Daimlers. The first of which, a straight eight roadster nicknamed the Green Goddess was based on a DE36 chassis. This was the most expensive car at the 1948 Earls Court Motor show being valued at £7001.
In 1950 Lady Docker told her husband that Daimlers needed to sell more cars to the public. She was obviously a persuasive woman because she designed her own car and had it covered with 7000 gold stars! She also had all the chrome gold plated and grabbed more publicity than a naked Paris Hilton going shopping! The Dockers followed this in 1952 with the Blue Clover, based on the new 3 litre Sports Special Convertible Coupe.
Now this was innovative marketing for the time! If Daimler is to be reborn, what models should they consider? Certainly not re-badged Jaguars! What is required at the top end is a brave new style, one which harks back to the DR450 and DS 420 Limousines. If handled correctly this car would make a perfect rival for the Rolls Royce Phantom.
The Daimler Double Six should be a more sporting sedan; this car would be S class or BMW 7 series size. The car will also be competing with the Maserati Quattroporte, Aston Martin Rapide and the Porsche Panamera. Plenty of performance with heaps of style is required here.
The final car in the new range is the Daimler Corsica (sigh!). Built to celebrate the centenary of Daimler in 1996, the Corsica was a convertible and coupe based on the Jaguar X300 XJ6/8 body shell. Why they didn’t build this car was beyond belief!
The only worrying thing about all of this is, which British brand is next for exhumation!
AUTOLOUD hopes that he searches further back in Daimler’s history for inspiration. Forget about the era of badge engineered Jaguars, go straight to the opulent and downright ostentatious era of Sir Bernard and Lady Nora Docker.
The chairman of Daimler since the early part of the war was Sir Bernard Docker, in the dark days after World War two, the British Motor industry basically offered pre war models which were largely underpowered and boring little cars.
The Docker Daimlers were a series of specials based on various Daimlers. The first of which, a straight eight roadster nicknamed the Green Goddess was based on a DE36 chassis. This was the most expensive car at the 1948 Earls Court Motor show being valued at £7001.
In 1950 Lady Docker told her husband that Daimlers needed to sell more cars to the public. She was obviously a persuasive woman because she designed her own car and had it covered with 7000 gold stars! She also had all the chrome gold plated and grabbed more publicity than a naked Paris Hilton going shopping! The Dockers followed this in 1952 with the Blue Clover, based on the new 3 litre Sports Special Convertible Coupe.
Now this was innovative marketing for the time! If Daimler is to be reborn, what models should they consider? Certainly not re-badged Jaguars! What is required at the top end is a brave new style, one which harks back to the DR450 and DS 420 Limousines. If handled correctly this car would make a perfect rival for the Rolls Royce Phantom.
The Daimler Double Six should be a more sporting sedan; this car would be S class or BMW 7 series size. The car will also be competing with the Maserati Quattroporte, Aston Martin Rapide and the Porsche Panamera. Plenty of performance with heaps of style is required here.
1996 Daimler Corsica
The final car in the new range is the Daimler Corsica (sigh!). Built to celebrate the centenary of Daimler in 1996, the Corsica was a convertible and coupe based on the Jaguar X300 XJ6/8 body shell. Why they didn’t build this car was beyond belief!
The only worrying thing about all of this is, which British brand is next for exhumation!
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