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Sterling (marque)

Sterling was a brand name of automobile marketed in the United States by Austin Rover Cars of North America (later renamed Sterling Motor Cars), a division of the Rover Group company of the United Kingdom. It was sold in North America from 1987 to 1991, during which time Rover was in collaboration with Honda of Japan. Models sold were the Sterling 825, Sterling 827 and a limited production Sterling Oxford Edition based on the 827.

The only Sterling model that was sold was the 800 series, which was a rebadged Rover 800 series but with different specifications tailored for the North American market. In the United States and Canada, the Sterling was only available with a V6 gasoline engine.

825 and 827

Sterling 827 hatchback

In 1987 and 1988, only the sedan body-styled 825 (trims S or SL) was offered. In 1989, the hatchback was added alongside the sedan, coinciding with the introduction of a new, larger, Honda engine. The new models were called 827 and were available in S, SL, SL Limited or SLi trims in 1989; S, Si, SL or SLi trims in 1990; and Si or SLi trims in 1991.

Oxford Edition

350 limited production Oxford Editions were also available in 1990. Based on the Sterling 827 SL sedan, the Oxford Edition included upgraded interior trim and added various luxury/convenience items such as a built-in cellular phone.

Sales in America were initially strong, due to the appeal of classic 'British' interior design, combined with a clean and up to date exterior design, both of which compared well with its sister the Acura Legend. U.S. sales hit a high of just over 14,000 cars in 1987. All models came with extensive, real wood interior trim. The SL models also feature ABS, power Connolly leather seats, and two-tone paint as standard equipment. U.S. market Sterlings got motorized automatic seatbelts in the 1989 model year.

Sterling 825S

While dynamic characteristics and performance were broadly similar to the Legend, due to the shared platform, core structure and power units; detail spring and damper changes gave each model its own unique feel. The Sterlings were the sportier cars, with less float and an overall tighter feel than the Acura Legends. The ride/handling compromise was defined through the shared use of Honda's double wishbone front suspension that allowed a very low hood line, but offered limited wheel travel. This meant that on poorer road surfaces, there was a greater possibility of reduced traction.

Early build quality of the 800 was demonstrably poor as measured by J.D. Power. The various problems included issues with interior trim - for example, the hood latch remained on the passenger side of the cabin the first year in production - problematic Lucas electronics, and paintwork. Corrosion problems in early models would also mar its reputation. All of this contributed to the eventual demise of Rover in the United States. The Sterling fell to the bottom of J.D. Power surveys, while its twin, the Japanese-built Acura Legend, had enjoyed top rankings its first year.

During its run, the instrumentation had been changed to gauges sourced from a different component builder (losing the oil pressure gauge and voltmeter in the process) and build quality had started to improve year to year. However, these changes were too late to prevent the U.S.-market version from later being withdrawn due to poor sales.

Combined with the effects of the strong British currency, Rover was losing money, and recovering lost ground with the facelifted car and its coupe sister was not deemed possible, and Rover Cars announced its withdrawal from the North American market in August 1991. At the time of the announcement, the company had sold fewer than 2,000 units so far that year.

After the withdrawal from the U.S. market, the Rover 800 remained popular in Europe, especially following the major R17 facelift and was kept in production until 1998 when it was replaced by the Rover 75.

Calendar Year U.S. Sales
1987 14,171
1988 8,901
1989 5,907
1990 4,015
1991 2,745
  1. Sterling sales brochure, rover800australia.com Archived 1 December 2017 at the Wayback Machine, Retrieved 21 November 2017
Wikimedia Commons has media related toSterling Motor Cars.

Sterling (marque)
Sterling marque Language Watch Edit Sterling was a brand name of automobile marketed in the United States by Austin Rover Cars of North America later renamed Sterling Motor Cars a division of the Rover Group company of the United Kingdom It was sold in North America from 1987 to 1991 during which time Rover was in collaboration with Honda of Japan Models sold were the Sterling 825 Sterling 827 and a limited production Sterling Oxford Edition based on the 827 1 Sterling 825 sedan Contents 1 Model range 1 1 825 and 827 1 2 Oxford Edition 2 Experience in the market 3 Discontinuation 4 Sales 5 See also 6 References 7 External linksModel range EditThe only Sterling model that was sold was the 800 series which was a rebadged Rover 800 series but with different specifications tailored for the North American market In the United States and Canada the Sterling was only available with a V6 gasoline engine 825 and 827 Edit Sterling 827 hatchback In 1987 and 1988 only the sedan body styled 825 trims S or SL was offered In 1989 the hatchback was added alongside the sedan coinciding with the introduction of a new larger Honda engine The new models were called 827 and were available in S SL SL Limited or SLi trims in 1989 S Si SL or SLi trims in 1990 and Si or SLi trims in 1991 Oxford Edition Edit 350 limited production Oxford Editions were also available in 1990 Based on the Sterling 827 SL sedan the Oxford Edition included upgraded interior trim and added various luxury convenience items such as a built in cellular phone Experience in the market EditSales in America were initially strong due to the appeal of classic British interior design combined with a clean and up to date exterior design both of which compared well with its sister the Acura Legend U S sales hit a high of just over 14 000 cars in 1987 All models came with extensive real wood interior trim The SL models also feature ABS power Connolly leather seats and two tone paint as standard equipment U S market Sterlings got motorized automatic seatbelts in the 1989 model year Sterling 825S While dynamic characteristics and performance were broadly similar to the Legend due to the shared platform core structure and power units detail spring and damper changes gave each model its own unique feel The Sterlings were the sportier cars with less float and an overall tighter feel than the Acura Legends The ride handling compromise was defined through the shared use of Honda s double wishbone front suspension that allowed a very low hood line but offered limited wheel travel This meant that on poorer road surfaces there was a greater possibility of reduced traction Early build quality of the 800 was demonstrably poor as measured by J D Power The various problems included issues with interior trim for example the hood latch remained on the passenger side of the cabin the first year in production problematic Lucas electronics and paintwork Corrosion problems in early models would also mar its reputation All of this contributed to the eventual demise of Rover in the United States The Sterling fell to the bottom of J D Power surveys while its twin the Japanese built Acura Legend had enjoyed top rankings its first year During its run the instrumentation had been changed to gauges sourced from a different component builder losing the oil pressure gauge and voltmeter in the process and build quality had started to improve year to year However these changes were too late to prevent the U S market version from later being withdrawn due to poor sales Discontinuation EditCombined with the effects of the strong British currency Rover was losing money and recovering lost ground with the facelifted car and its coupe sister was not deemed possible and Rover Cars announced its withdrawal from the North American market in August 1991 At the time of the announcement the company had sold fewer than 2 000 units so far that year After the withdrawal from the U S market the Rover 800 remained popular in Europe especially following the major R17 facelift and was kept in production until 1998 when it was replaced by the Rover 75 Sales EditCalendar Year U S Sales1987 14 1711988 8 9011989 5 9071990 4 0151991 2 745See also EditList of car manufacturers of the United States Rover 825 Sterling Rover 827 SterlingReferences Edit Sterling sales brochure rover800australia com Archived 1 December 2017 at the Wayback Machine Retrieved 21 November 2017External links EditWikimedia Commons has media related to Sterling Motor Cars Rover 800 Owners Club Sterling history site at aronline co uk Retrieved from https en wikipedia org w index php title Sterling marque amp oldid 1053871896, wikipedia, wiki, book,

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