Sterling (car)
Encyclopedia
Sterling was a brand name of automobile marketed in the USA
by ARCONA, Austin Rover Cars Of North America
under the name Sterling Motor Cars, a division of the Rover car company of the UK
. It existed in North America from 1987 to 1992, during which Rover was in collaboration with Honda
of Japan
.
but with different specifications tailored for the American market. At first, the sedan body-styled 825 (trims S or SL) sedan was sold. In 1988, the fastback was added alongside the sedan, coinciding with the introduction of a new, larger, Honda engine and was called the 827 (trims SL, SLi, or Si).
In the United States and Canada it was available only with the V6 gasoline engine. By 1989, 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 for year. However these changes were too late to prevent the US-market version from later being withdrawn after poor sales.
The 2.5 L Honda V6 was a completely different engine from the Rover KV6 engine
introduced in 1996 (only sold in the USA in the Land Rover Freelander
), although the two share the same 2.5 L capacity and V6 architecture.
While dynamic characteristics and performance were broadly similar to the Honda 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. Customer satisfaction fell quickly and sales dropped from this initial high to less than 2,000 for 1991. The problems were varied with interior trim, problematic Lucas electronics and paintwork problems, and corrosion in early models would also mar its reputation. This all contributed to the demise of Rover in the United States: the Sterling fell to the bottom of J.D. Power surveys there, while ironically its twin, the Japanese-built Acura Legend
, was already found at the top in its first year.
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 withdrew from the North American market.
Despite this exit from the US, these vehicles can still be seen on the U.S roads, and remain in service—unlike most "orphan" vehicles—as many parts are still readily available for the Sterling since it shared most major mechanical components with the more popular Acura Legend
; any Honda
or Acura
dealer can service a Sterling.
After the withdrawal from the US 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
.
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
by ARCONA, Austin Rover Cars Of North America
Rover (car)
The Rover Company is a former British car manufacturing company founded as Starley & Sutton Co. of Coventry in 1878. After developing the template for the modern bicycle with its Rover Safety Bicycle of 1885, the company moved into the automotive industry...
under the name Sterling Motor Cars, a division of the Rover car company of the UK
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
. It existed in North America from 1987 to 1992, during which Rover was in collaboration with Honda
Honda
is a Japanese public multinational corporation primarily known as a manufacturer of automobiles and motorcycles.Honda has been the world's largest motorcycle manufacturer since 1959, as well as the world's largest manufacturer of internal combustion engines measured by volume, producing more than...
of Japan
Japan
Japan is an island nation in East Asia. Located in the Pacific Ocean, it lies to the east of the Sea of Japan, China, North Korea, South Korea and Russia, stretching from the Sea of Okhotsk in the north to the East China Sea and Taiwan in the south...
.
Model range
The only Sterling model that was sold was the 800 series, which was a rebadged Rover 800-seriesRover 800
The Rover 800 series is an executive car introduced by the Austin Rover Group in 1986 and also marketed as the Sterling in the United States. Co-developed with Honda, it was a close relative to the Honda Legend and the successor to the Rover SD1....
but with different specifications tailored for the American market. At first, the sedan body-styled 825 (trims S or SL) sedan was sold. In 1988, the fastback was added alongside the sedan, coinciding with the introduction of a new, larger, Honda engine and was called the 827 (trims SL, SLi, or Si).
In the United States and Canada it was available only with the V6 gasoline engine. By 1989, 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 for year. However these changes were too late to prevent the US-market version from later being withdrawn after poor sales.
The 2.5 L Honda V6 was a completely different engine from the Rover KV6 engine
Rover KV6 Engine
The KV6 automotive engine is a 24 valve, quad cam V6 engine, available in 2.5 litre or 2.0 litre, built by Powertrain Ltd which is a sister company to MG Rover...
introduced in 1996 (only sold in the USA in the Land Rover Freelander
Land Rover Freelander
The Land Rover Freelander is a compact crossover SUV made by Land Rover.The current generation is sold as the LR2 in North America and as the Freelander 2 in Europe...
), although the two share the same 2.5 L capacity and V6 architecture.
Experience in the market
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 Legend. US sales hit a high of nearly 15,000 cars in 1988. 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.While dynamic characteristics and performance were broadly similar to the Honda Legend
Honda Legend
The Honda Legend is a mid-size luxury car made by the Japanese automaker Honda. It was the result of Project XX, a joint agreement started in November 1981 with the Austin Rover Group of Great Britain and was mechanically related to the Rover 800 series....
, 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. Customer satisfaction fell quickly and sales dropped from this initial high to less than 2,000 for 1991. The problems were varied with interior trim, problematic Lucas electronics and paintwork problems, and corrosion in early models would also mar its reputation. This all contributed to the demise of Rover in the United States: the Sterling fell to the bottom of J.D. Power surveys there, while ironically its twin, the Japanese-built Acura Legend
Acura Legend
The Acura Legend, sold as the Honda Legend outside the U.S., Canada, and parts of China, was a luxury vehicle sold from 1986 to 1995 as both a sedan and coupe. It was the first flagship sedan sold under the Acura nameplate, until being renamed in 1996 as the Acura 3.5RL. The 3.5RL was North...
, was already found at the top in its first year.
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 withdrew from the North American market.
Despite this exit from the US, these vehicles can still be seen on the U.S roads, and remain in service—unlike most "orphan" vehicles—as many parts are still readily available for the Sterling since it shared most major mechanical components with the more popular Acura Legend
Acura Legend
The Acura Legend, sold as the Honda Legend outside the U.S., Canada, and parts of China, was a luxury vehicle sold from 1986 to 1995 as both a sedan and coupe. It was the first flagship sedan sold under the Acura nameplate, until being renamed in 1996 as the Acura 3.5RL. The 3.5RL was North...
; any Honda
Honda
is a Japanese public multinational corporation primarily known as a manufacturer of automobiles and motorcycles.Honda has been the world's largest motorcycle manufacturer since 1959, as well as the world's largest manufacturer of internal combustion engines measured by volume, producing more than...
or Acura
Acura
Acura is the luxury vehicle division of Japanese automaker Honda Motor Company. The brand has been available in the United States and Canada since March 1986, marketing luxury, performance, and near-performance vehicles. It was introduced to Hong Kong in 1991, Mexico in 2004, and China in 2006...
dealer can service a Sterling.
After the withdrawal from the US Market, the Rover 800
Rover 800
The Rover 800 series is an executive car introduced by the Austin Rover Group in 1986 and also marketed as the Sterling in the United States. Co-developed with Honda, it was a close relative to the Honda Legend and the successor to the Rover SD1....
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
Rover 75
The Rover 75 is an executive car produced initially by the Rover Group at Cowley, Oxfordshire, UK, and later by MG Rover at their Longbridge site in Birmingham, UK...
.